YouTube Integrates Nielsen Data with Planning Tool

Nielsen TV data is to be integrated into YouTube's audience planning tool, Google Reach Planner. Roll-out is initially in the US, with plans to go global next year.

Reach Planner, launched in the Spring as part of the Google Ads service, gives reach and performance estimates for YouTube video ad campaigns. Adding the Nielsen figures means users can compare forecast reach and frequency for campaigns combining different mixes of YouTube and television exposure. The move also brings pre-campaign estimates into line with post-campaign measurement, since YouTube already uses Nielsen Total Ad Ratings in the latter.

According to Social Media Today, Google says the addition will help buyers minimize gaps in reach, while the principle of end-to-end measurement from one system will also chime with the habits of big-budget TV buyers, according to reports in The Drum - both publications are quoted by www.mediapost.com .

The ratings giant also provides its Digital Ad Ratings for YouTube's mobile app, in dozens of countries; and includes YouTube TV viewing at designated market levels (DMAs) in its Local TV audience measurement.

Web site: www.nielsen.com .