Nielsen, a global leader in audience measurement, data and analytics, announced the expansion of YouTube Connected TV (CTV) ads measurement to include deduplication with mobile and desktop devices in Australia, building on more than a decade of deduplicated digital ad reach metrics (across computer and mobile) for Nielsen in this important market.
Following the February announcement of the expansion of Nielsen’s measurement of YouTube ads into 11 global markets, the Australian launch means that it will now measure YouTube ad inventory across three screens – computer, mobile, and CTV – in the market.
Measurement of the YouTube CTV app in Nielsen ONE Ads, the company’s cross-platform campaign measurement product suite, includes co-viewing and will be deduplicated against other YouTube exposures across computers and mobile devices.
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Monique Perry, Managing Director of Nielsen Pacific, said: “Today’s launch gives Nielsen’s agency and advertiser clients a complete picture of YouTube campaign performance through an independent, comparable measurement system, which allows them to measure and analyse YouTube’s ad reach across computer, mobile, and CTV devices as part of their overall digital campaigns.
The inclusion of YouTube on CTV is the next step in a more than decade-long commitment to independent, deduplicated digital measurement by Nielsen in Australia, and provides much-needed coverage against the latest digital devices – connected televisions (CTV).”
The addition of the measurement of YouTube CTV into Nielsen ONE Ads allows buyers to better understand reach, manage frequency, and verify the audience of their buys on YouTube with greater comparability than ever before.
SOURCE: Nielsen