Nielsen has introduced advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings in Australia. 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 de-duplicated people-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. GroupM Head of digital investment and partnerships, Venessa Hunt, said: “This is a welcome step from Nielsen to include YouTube mobile in-app measurement within its Digital Ad Ratings and it fills a gap in previous measurements that included desktop and mobile web. This will help our agencies better plan and measure digital video and give our advertisers better visibility of who they are reaching. It brings us a step towards the goal of a complete independent measurement picture of digital video consumption with cross device measurement, which is positive for the industry and clients.” Scott Gillham, director, media Nielsen added, “as people increasingly 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 and help clients quantify their digital marketing investments.” said Nielsen measurement of the YouTube mobile app is currently available in the US, Canada, Japan, UK, France, Germany, Italy and Australia with expansion into international markets planned for the future. Nielsen Digital Ad Ratings complements Nielsen’s Digital Content Ratings measurement solution, ensuring consistency between the measurement of digital content and advertising performance.
Australia is the latest country to receive Nielsen's advertising measurement for Digital Ad Ratings's mobile app, with plans for more to follow. Joining Canada, France, Germany, Italy, Japan, the UK and US, the service expands on existing measurement of ads on desktop and mobile web browsers and will now bring marketers comprehensive cross-device measurement of advertising audiences on the platform. Nielsen Digital Ad Ratings’ Australian clients will, through access to demographic and video performance information, gain an understanding of their audience via metrics previously more favourable to measuring television responses than online.