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.