The launch of ad measurement on the mobile app adds to Nielsen’s current offering, which encompasses measurement of YouTube ads on desktop and desktop computers and mobile web browsers. Nielsen says the move will provide marketers with independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.
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.
Nielsen says the measurement system for YouTube ads is consistent with that for other mobile publishers and that its digital ad ratings system will provide publishers, advertisers and agencies with a view of the YouTube audience using metrics comparable with those used for TV.
The extension of YouTube mobile app measurement to the three European countries follows its launch in the US in June last year, and in Canada and Japan in October.
Earlier in 2017, Snapchat and Pinterest had partnered with Nielsen to improve their mobile ad measurement systems.
“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, especially since YouTube accounts for a large share of mobile video advertising in the UK.” said Barney Farmer, Nielsen’s UK commercial director. “
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.”