Nielsen adds measurement for YouTube mobile app

Nielsen has today announced a new capability to measure advertising on YouTube’s mobile app in the UK, Germany and France.

Via its ​Digital ​Ad ​Ratings ​service, ​​Nielsen can now ​provide ​marketers with ​independent, cross-device ​measurement ​of ​advertising ​audiences ​across ​computer ​and ​mobile devices for the video platform. ​The capabilities allow access to age ​and ​gender ​demographics, as ​well ​as ​reach, ​frequency ​and ​gross rating ​points. ​

“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.”

Measurement ​of ​Digital ​Ad ​Ratings ​for ​YouTube’s ​mobile ​app ​was ​made ​available ​in ​the United ​States ​in ​June ​2017 ​and ​in ​Canada ​and ​Japan ​in ​October ​2017. ​Further ​expansion ​into ​international ​markets ​is planned.