Nielsen has introduced advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings. 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 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,” said David Wong, Senior Vice President, Digital Product Leadership at Nielsen. “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.”
Nielsen measurement of the YouTube mobile app is currently available in the US with expansion into international markets planned for the future.