Massive Expansion for Nielsen's YouTube Mobile Measure

Nielsen is extending its Digital Ad Ratings for YouTube's mobile app to 26 more countries, bringing the total to 34.

The new markets are Belgium, Brazil, Bulgaria, the Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, the Philippines, Poland, Puerto Rico, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey and the UAE. First made available in the USA in 2017, the service builds on Nielsen's current measurement coverage of YouTube ads and promises 'independent and comprehensive cross-device measurement of ad audiences on YouTube'.

The expansion gives media buyers and sellers 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) consistent with the firm's measurement of all other mobile publishers.

Amanda Tarpey (pictured), SVP of Digital Product Leadership, comments: 'Providing marketers with independent measurement of YouTube's mobile audiences globally is a major step forward for the industry. With the expansion of Digital Ad Ratings to measure audiences inclusive of YouTube's sizeable mobile footprint, advertisers in more than 30 markets will have the comparability, coverage and transparency they need to maximize the impact of their digital media around the world'.

The firm's home page is www.nielsen.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.