Nielsen expands YouTube CTV ad tracking in Australia
Audience measurement, data and analytics firm Nielsen has expanded its YouTube Connected TV ad tracking in Australia to ensure ads viewed on TVs, phones, and computers are counted only once per person.
The launch builds on more than a decade of deduplicated digital ad reach metrics for Nielsen in this important market.
In February, Nielsen expanded its CTV measurement of YouTube ads into 11 global markets, in an agreement with Google. This expansion aimed to ensure that advertisers can more precisely measure and analyse the effectiveness of their ads across different devices.
Measurement of the YouTube CTV app in Nielsen ONE Ads, the company’s cross-platform campaign measurement product suite, includes co-viewing and will be deduplicated against other YouTube exposures across computers and mobile devices.
Nielsen Pacific managing director Monique Perry said: “Today’s launch gives Nielsen’s agency and advertiser clients a complete picture of YouTube campaign performance through an independent, comparable measurement system, which allows them to measure and analyse YouTube’s ad reach across computer, mobile, and CTV devices as part of their overall digital campaigns.
“The inclusion of YouTube on CTV is the next step in a more than decade-long commitment to independent, deduplicated digital measurement by Nielsen in Australia, and provides much-needed coverage against the latest digital devices – connected televisions (CTV).”
The addition of the measurement of YouTube CTV into Nielsen ONE Ads allows buyers to better understand reach, manage frequency, and verify the audience of their buys on YouTube with greater comparability than ever before.
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