Nielsen Launches Mobile Measurement for YouTube Ads

27/06/2017

Nielsen Digital Ad Ratings Provides Independent View of Key Digital Video Platform's Audience

New York, NY - June 22, 2017 - Nielsen announced it has introduced advertising measurement on YouTube's mobile app with Nielsen Digital Ad Ratings. 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 deduplicated persons-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.

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, Senior Vice President, Digital Product Leadership at Nielsen. We are proud to be able to provide the market with an independent view of the audience for advertising on YouTube in context of the wider viewing landscape.

Nielsen measurement of the YouTube mobile app is currently available in the U.S. with expansion into international markets planned for the future.

INDUSTRY SUPPORT FOR NIELSEN MEASUREMENT OF YOUTUBE

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, Senior Vice President, Measurement & Insight at Otter Media.

"At Studio71, we are thrilled that Nielsen is measuring mobile YouTube audiences given that is where a majority of our premium content is being consumed," Matt Crowley, Executive Vice President of Sales for Studio71. "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.

"With the ongoing shift of TV dollars to digital, and specifically mobile video, top brands and agencies are aggressively moving toward more measurable reach, said Tariq Abouddafar, Head of Ad Platforms at Tastemade. Nielsens ability to measure reach, frequency and GRP on YouTube mobile is a game changer as it allows us to expand our measurable YouTube inventory and audience guarantee, against Nielsen ratings."

We see significant value in Nielsen providing increased standardization around how we capture and quantify the continued growth of mobile viewership, said Rob Cukierman, Vice President of Strategic Partnerships at Vevo. It's important for industry leaders to work together to ensure brands can more effectively target where, when, and what they associate with in reaching an audience on YouTube. Expanded mobile measurement from Nielsen is a meaningful step forward in that effort.

ABOUT NIELSEN Nielsen is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsens Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content - video, audio and text - is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industrys only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world's population. For more information, visit www.nielsen.com.

CONTACT Leslie Pitterson: leslie.pitterson@nielsen.com, 917-562-0715

LINK:	http://www.nielsen.com/us/en/press-room/2017/nielsen-launches-mobile-m...
	See more stories from arbitron

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

01/04/2026

DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION

January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION Douyin Users Can Now Create And Share Videos With Stun...

18/03/2026

Net Insight Names Larissa GrnerMeeus CPO

Newly named chief product officer (CPO), Larissa G rner Meeus will return to Net Insight on May 4. Larissa G rner Meeus will become CPO of Net Insight on May 4...

18/03/2026

SVG Europe's The Football Summit 2026: Select Sessions Now Available to Watch on SVG PLAY

SVG Europe's The Football Summit 2026 explored how the sports broadcasting i...

18/03/2026

SVG's SportsTech@NABShow Blog Goes Live as Countdown to Vegas Heats Up

The 2026 NAB Show kicks off one month from today and SVG is once again set to cover the show from every angle. SVG's SportsTech@NAB Show Blog is now live - ...

18/03/2026

The Premiere of Dead Lover Showcases Grave Robbing and Sex With a Giant Finger

(L-R) The cast and crew of Dead Lover at The Ray Theater for its premiere at the 2025 Sundance Film Festival. (Photo by Robin Marshall/Shutterstock for Sundan...

18/03/2026

Music Row Piano from Wiltone Productions

Yamaha C7 captured in Nashville Wiltone Productions have announced the release of Music Row Piano, a deeply sampled Yamaha C7 piano library that's been ...

18/03/2026

Techivation introduce T-Warmer Mk2

Bass-enhancement plug-in upgraded Along with a steady stream of new releases, Techivation have recently been revisiting some of the older plug-ins in their ...

18/03/2026

Tonal Balance Control 3 from iZotope

Mix-reference plug-in overhauled iZotope's powerful mix-referencing plug-in has just reached its third major version, and now boasts a new capture proce...

18/03/2026

Toontrack Transistor Organ EKX

Latest EZKeys 2 expansion arrives Toontrack's staggering collection of EZKeys 2 expansions has grown once again, and the latest instalment delivers a on...

18/03/2026

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture

Jess Ho explores the politics of food in new SBS Audio podcast For The Culture 18 March, 2026 Media releases New SBS Audio podcast For The Culture, hosted ...

18/03/2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz at NAB 2026

Future-ready broadcasts with ATSC 3.0 and enhanced services from Rohde & Schwarz...

18/03/2026

LCTWS 2026

London Calling - When The Industry Convened to Help Streaming Find its MoJo In this blog, Laura Rognoni reflects on key discussions from the Connected TV World...

18/03/2026

SMPTE Unveils 2026 NAB Show Educational Presentations

SMPTE Unveils 2026 NAB Show Educational Presentations Brie Clayton March 18, 2026 0 Comments SMPTE , the home of media professionals, technologists, a...

18/03/2026

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K

Auditel Ad Campaign Shot on Blackmagic PYXIS 12K Brie Clayton March 18, 2026 0 Comments LED wall virtual production blends 12K open gate acquisition w...

18/03/2026