Nielsen Adds YouTube to TAR Measure in Asian Markets

Nielsen has announced the addition of YouTube measurement for desktop and mobile to its Total Ad Ratings (TAR) cross-media measurement solution in Indonesia, the Philippines and Thailand.

TAR reports on de-duplicated audiences exposed to advertising across devices (smartphones, tablets, computers and television), providing advertisers with audience data for their campaigns, combined with age and gender demographics, de-duplicated campaign reach, frequency and GRPs. Users will now be able to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally - the existing coverage is in Mexico, Italy, the US and France.

Arnaud Frade (pictured), Head of Commercial Growth for Nielsen APAC described the move as 'an important milestone and investment towards [the firm's] global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens'. Google MD Gaurav Kapur adds: 'We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape. With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments'.

Web site: www.nielsen.com .