Data and measurement company, Nielsen, has rolled out ad measurement for the YouTube mobile app via Nielsen Digital Ad Ratings. The latest tool allows advertisers to choose from independent or comprehensive cross-device measurement of ad audiences on YouTube’s mobile app or desktop site.
In addition, it opens the door for clients to gain access to valuable demographics such as age and gender to help define the audiences viewing YouTube ads on mobile. Reach, frequency and gross rating points are all measurable.
David Wong, Senior Vice President, Digital Product Leadership at Nielsen, points out:
“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. 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.”
With the number of global video views on mobile steadily rising to overtake desktop, YouTube ads have been performing well. Alphabet posted a 29% increase in profits due to a rise in mobile ads and YouTube video ads. According to YouTube’s own research, attention to paid YouTube mobile ads is 83% compared to 45% for traditional TV. Shorter ad formats also appear to be paying off, with nine out of 10 campaigns running six second ads and noting a lift in ad recall.
The latest Nielsen offer adds some considerable measurement power to the YouTube mobile app. It will be available in the US for now and expanded internationally in the future.