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.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]