Nielsen launches mobile measurement for YouTube adsThursday, June 22nd, 2017
Nielsen Digital Ad Ratings Provides Independent View of Key Digital Video Platform’s Audience
NEW YORK, NY — Nielsen announced it 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 U.S. with expansion into international markets planned for the future.
Industry Support For Nielsen Measurement of YouTube
“With such a significant share of consumption happening on YouTube, any marketer buying material amounts of video will appreciate this incorporation into Nielsen’s DAR and the fundamental measures of delivery,” said Bryon Schafer, Senior Vice President, Measurement & Insight at Otter Media.
“At Studio71, we are thrilled that Nielsen is measuring mobile YouTube audiences given that is where a majority of our premium content is being consumed,” Matt Crowley, Executive Vice President of Sales for Studio71. “Now our advertising partners can be certain that through our mobile media offering, they are buying the most brand-safe and transparent content that reaches the audiences that matter most.”
“With the ongoing shift of TV dollars to digital, and specifically mobile video, top brands and agencies are aggressively moving toward more measurable reach,” said Tariq Abouddafar, Head of Ad Platforms at Tastemade. “Nielsen’s ability to measure reach, frequency and GRP on YouTube mobile is a game changer as it allows us to expand our measurable YouTube inventory and audience guarantee, against Nielsen ratings.”
“We see significant value in Nielsen providing increased standardization around how we capture and quantify the continued growth of mobile viewership,” said Rob Cukierman, Vice President of Strategic Partnerships at Vevo. “It’s important for industry leaders to work together to ensure brands can more effectively target where, when, and what they associate with in reaching an audience on YouTube. Expanded mobile measurement from Nielsen is a meaningful step forward in that effort.”