Nielsen is bringing its advertising measurement tools to YouTube's mobile app in 26 new markets, namely India, Brazil and Mexico.
This expanded version of Nielsen’s Digital Ad Ratings measurement suite, launched in 2017, means marketers can now track audiences and measure performance across mobile devices in 34 markets. Nielsen already tracks this YouTube data on desktop and mobile web.
As over-the-top (OTT) viewing grows, marketers are calling for updated measurement solutions that mirror TV viewers' digital consumption habits. Nielsen's senior vice-president of digital product leadership Amanda Tarpey called this expansion is a move in the right direction.
“Providing marketers with independent measurement of YouTube’s mobile audiences globally is a major step forward for the industry,” said Tarpey.
“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.”
According to YouTube's website, the Google-owned video giant houses nearly 2bn logged-in users each month, and more than 70% of watch time comes from mobile devices.
Nielsen has expanded its offering to these markets: Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates
YouTube has launched versions of its site in over 90 countries and operates in 80 different languages.
Nielsen is moving into new markets as looks to rebound after a financial challenging 2018. The ratings and measurement company reorganized its Buy and Sell groups and in an effort to tranform into a product-driven technology organization.