Nielsen has introduced ad measurement on YouTube’s mobile app through its Digital Ad Ratings.
This is an expansion of its current measurement of YouTube ads and means it can identify cross-device ad audiences for marketers. Nielsen Digital Ad Ratings clients 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).
It is a consistent methodology with all other mobile publishers in Digital Ad Ratings – giving media buyers and sellers comparable and de-duplicated people-based measurement across publishers in their media planning and execution.
David Wong, senior vice-president, digital product leadership at Nielsen, said: “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.”