尼尔森宣布通过其在英国、法国和德国的数字广告评级服务,在YouTube的移动应用上引入广告测量。
这项服务扩大了尼尔森目前对桌面和移动网络浏览器上的YouTube广告的测量范围,现在将为营销人员提供独立和全面的跨设备测量,以测量计算机和移动设备上的YouTube广告受众。
随着这一举措的推出,尼尔森数字广告评级客户将获得在YouTube移动应用上观看广告的消费者的年龄和性别统计资料,以及到达率、频率和总评分点(GRPs)。
对YouTube广告的测量采用了与数字广告评级中所有其他移动出版商一致的方法--使媒体买家和卖家能够在其媒体规划和执行中利用各出版商的可比性和去重性的人员测量。通过尼尔森数字广告评级,出版商、广告商和媒体机构将能够利用与电视相媲美的指标,更深入地了解他们在YouTube的受众。
“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.