Nielsen has launched a range of new advertising measurement tools for the YouTube mobile app. The features are now available as part of the company’s Digital Ad Ratings service in France, Germany and the UK.
The added service expands upon the company’s current YouTube ad measurement service for the mobile web and desktop version of the popular video platform.
Advertising clients are gaining access to a variety of demographics including age and gender of YouTube mobile app users.
The ad measurements also integrate and offer consistency with mobile publishers in Digital Ad Ratings. This makes it easier for ad buyers and sellers to generate comparable overviews of their campaign insights.
Nielsen hopes that the feature will allow publishers and advertisers to gain a better understanding of their YouTube audiences.
“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 the UK.” explained Barney Farmer, Commercial Director of Nielsen UK. “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.”