Leading global information & measurement company Nielsen has introduced ad 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 both desktop and mobile website browsers, will now provide marketers independent and comprehensive cross-device measurement of advertising audiences on the video platform across desktop and mobile devices.
Marketers using Nielsen’s Digital Ad Ratings will have access to age and gender demographics for consumers viewing ads on the YouTube mobile app as well as reach, frequency and gross rating points (GRPs).
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, UK commercial director at Neilsen.
‘Deeper understanding’
The tools measurement of ads on YouTube 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 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.
“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.” Farmer concluded.