Nielsen has introduced advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings in Australia.
The service, which expands Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers, will now provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.
With this launch, 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 (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 de-duplicated people-based measurement across publishers in their media planning and execution. With Nielsen Digital Ad Ratings, 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.
GroupM Head of digital investment and partnerships, Venessa Hunt, said: “This is a welcome step from Nielsen to include YouTube mobile in-app measurement within its Digital Ad Ratings and it fills a gap in previous measurements that included desktop and mobile web. This will help our agencies better plan and measure digital video and give our advertisers better visibility of who they are reaching. It brings us a step towards the goal of a complete independent measurement picture of digital video consumption with cross device measurement, which is positive for the industry and clients.”
Scott Gillham, director, media Nielsen added, “as people increasingly 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 and help clients quantify their digital marketing investments.” said
Nielsen measurement of the YouTube mobile app is currently available in the US, Canada, Japan, UK, France, Germany, Italy and Australia with expansion into international markets planned for the future.
Nielsen Digital Ad Ratings complements Nielsen’s Digital Content Ratings measurement solution, ensuring consistency between the measurement of digital content and advertising performance.
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]