Nielsen announced it has introduced advertising measurement on YouTube’s mobile app through its Digital Ad Ratings service in the UK, France, and Germany.
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 harness comparable and de-duplicated persons-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.
“As more people 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, especially since YouTube accounts for a large share of mobile video advertising in the UK.” said Barney Farmer, Nielsen's UK commercial director. “We are proud to be able to provide the market with an independent view of the audience for advertising on YouTube in context of the wider viewing landscape.”
Measurement of Digital Ad Ratings for YouTube's mobile app was made available in the United States in June 2017 and in Canada and Japan in October 2017. Further expansion into international markets is planned.