Nielsen announced Thursday 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.
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.
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.
