Nielsen expands ad measurement for YouTube app in Asian markets

Marketers in Singapore, Indonesia and Malaysia will be able to measure their ads on YouTube’s mobile app after Nielsen announced an expansion of its measurement coverage.

It will allow media buyers and sellers to access age and gender demographics for consumers viewing advertising on the app, as well as reach and frequency.

The announcement:

Nielsen announced today it has expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional markets, including Singapore, Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates.

Now available in 34 global markets, this service builds on Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers to provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.

Measurement of Digital Ad Ratings for YouTube’s mobile app was first made available in the United States in 2017, in Canada and Japan in October 2017, in the UK, France and Germany in January 2018, and in Australia and Italy on September 1, 2018.

With this global expansion, media buyers and sellers 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 (GRPs).

Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings – enabling both media buyers and sellers to leverage truly comparable and deduplicated persons-based measurement across publishers in their media planning and execution.

With this measurement, publishers, advertisers and media agencies will be able to gain a deeper understanding of their audience across YouTube using metrics comparable to those used for TV.

“As people increasingly watch videos 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 advertisers to quantify their digital marketing investments,” said Yee Chong Moon, Executive Director of Nielsen Media.

“With mobile (in-application) being the device (platform) of choice when audience watch YouTube, we are proud to bring to market a first of its kind service expansion to Singapore.”

Source: Nielsen press release


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