- Nielsen Digital Ad Ratings Provides Independent View of Key Digital Video Platform’s Audience
Sydney, Australia, 29 August 2018: Nielsen has introduced advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings in Australia. The service, which expands Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers, will now provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.
With this launch, Nielsen Digital Ad Ratings clients will have access to age and gender demographics for consumers viewing advertising on the YouTube mobile app as well as reach, frequency and gross rating points (GRPs). Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings — enabling both media buyers and sellers to leverage truly comparable and deduplicated people-based measurement across publishers in their media planning and execution. With Nielsen Digital Ad Ratings, publishers, advertisers and media agencies will be able to gain a deeper understanding of their audience across YouTube using metrics comparable to those used for TV.
GroupM Head of Digital Investment and Partnerships, Venessa Hunt, says: “This is a welcome step from Nielsen to include YouTube mobile in-app measurement within its Digital Ad Ratings and it fills a gap in previous measurements that included desktop and mobile web. This will help our agencies better plan and measure digital video and give our advertisers better visibility of who they are reaching. It brings us a step towards the goal of a complete independent measurement picture of digital video consumption with cross device measurement, which is positive for the industry and clients."
Scott Gillham, Director, Media Nielsen added, “as people increasingly watch video across digital platforms and devices, Nielsen’s comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption and help clients quantify their digital marketing investments.” said
Nielsen measurement of the YouTube mobile app is currently available in the U.S, Canada, Japan, UK, France, Germany, Italy and Australia with expansion into international markets planned for the future.
Nielsen Digital Ad Ratings complements Nielsen’s Digital Content Ratings measurement solution, ensuring consistency between the measurement of digital content and advertising performance.
Nielsen is the sole and exclusive preferred supplier of the Interactive Advertising Bureau (IAB) of Australia for the provision of digital audience measurement services in Australia and underpins Australia’s buying and selling of digital advertising.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.