Nielsen expands global measurement for YouTube mobile app
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Joseph O'Halloran
| 03 June 2019

Measurement leader Nielsen has revealed that it has expanded advertising measurement on YouTube’s mobile app with its Digital Ad Ratings to 26 additional markets, making a total of 34 territories.

The benchmark is designed to provide an independent view of key digital video platforms’ in-app audience, helping marketers make sense of campaign reach and return on investment, gaining cross-device measurement of advertising audiences on YouTube across computer and mobile devices. The additional territories are Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates.

The new capability builds on Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers. Media buyers and sellers on the expanded range of platforms will now 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).

With this measurement, Nielsen says that 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.

“Providing marketers with independent measurement of YouTube’s mobile audiences globally is a major step forward for the industry,” said Amanda Tarpey, SVP of digital product leadership at Nielsen. “With the expansion of Digital Ad Ratings to measure audiences inclusive of YouTube’s sizeable mobile footprint, advertisers in more than 30 markets will have the comparability, coverage and transparency they need to maximize the impact of their digital media around the world.”