The Digital Ad Ratings service already records YouTube ads on desktop and mobile web browsers. The new service is designed to give independent cross-device measurement of advertising audiences on YouTube across computer and mobile devices.
Nielsen captures age and gender demographics for consumers viewing advertising on the YouTube mobile app as well as reach, frequency and gross rating points
“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.” said Barney Farmer, Nielsen’s UK commercial director. “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.”
Measurement of Digital Ad Ratings for YouTube’s mobile app was made available in the United States in June 2017 and in Canada and Japan in October 2017. Further expansion into international markets is planned.