Nielsen adds YouTube app to Digital Ad Ratings measurement

Nielsen has extended its digital ads ratings tool to measure YouTube app ads.

The new product will give Nielsen Digital Ad Ratings clients access to advertising viewers’ age and gender demographics on the YouTube mobile app as well as reach, frequency and gross rating points.

The expanded service complements Nielsen’s Digital Content Ratings, to give consistency between the measurement of digital content and advertising performance.

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, Nielsen’s media director 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.”

Nielsen’s 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.


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