Nielsen announced today that ad viewership on YouTube’s mobile app will be included in the Nielsen Digital Ad Ratings, which provides a complete look at an ad’s computer and mobile audience. Since the beginning of this year, Snapchat and Pinterest have also partnered with Nielsen to beef up their mobile ad measuring.
Currently, Nielsen already measures ad views from YouTube’s desktop and mobile web browsers, so this will provide a comprehensive cross-device measurement of advertising audiences who use YouTube.
“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,” said David Wong, svp of digital product leadership at Nielsen.
This launch will also provide Nielsen clients with age and gender demographics for YouTube app users, as well as reach, frequency and gross rating points. With this technology, Nielsen wants to provide media buyers and sellers with truly comparable and deduplicated persons-based measurement.
“Now our advertising partners can be certain that through our mobile media offering, they are buying the most brand-safe and transparent content that reaches the audiences that matter most,” said Studio71’s evp of sales, Matt Crowley.
This expansion correlates with Nielsen’s recent partnership with Roku for audience guarantees, as Nielsen continues to move in a digitally minded direction for video platforms. Despite repeated delays for Nielsen’s Total Content Ratings measurements, extended mobile measurement for YouTube’s app will provide a bigger insight into a digital audience.
“With such a significant share of consumption happening on YouTube, any marketer buying material amounts of video will appreciate this incorporation into Nielsen’s DAR and the fundamental measures of delivery,” said Bryon Schafer, svp of measurement and insight at Otter Media.
“It’s important for industry leaders to work together to ensure brands can more effectively target where, when and what they associate with reaching an audience on YouTube,” said Rob Cukierman, vp of strategic partnerships at Vevo. “Expanded mobile measurement from Nielsen is a meaningful step forward in that effort.”