Nielsen NZ expands digital ad measurements

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AUCKLAND, Tuesday: Nielsen has expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional countries, including New Zealand.

Now available in 34 countries, this service builds on Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers to provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices. 

With this expansion, 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).

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.

“This will bring us closer towards the goal of a complete independent picture of digital video consumption with cross-device measurement.”

Mindshare NZ MD Samantha Osborne said, “This is very positive news from Nielsen to include YouTube mobile in-app measurement within its Digital Ad Ratings service and is a really great step forward for our planning and measurement of digital video.

“It will provide our advertisers with better visibility of who they are reaching and bring us closer towards the goal of a complete independent picture of digital video consumption with cross device measurement.”

Nielsen NZ director Tony Boyte said, “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, especially since YouTube accounts for a large share of mobile video advertising in these countries.

“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.”

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