Nielsen Launches Measurement for Mobile Ads on YouTube App

'Digital Ad Ratings' to provide demos, reach, frequency data

Nielsen said it has begun measuring the advertising appearing on YouTube’s mobile app.

YouTube viewing on desktops and mobile web browsers was previously measured by Nielsen, but with mobile usage growing into a dominant position, adding the YouTube app was important to getting an accurate picture of consumer behavior.

Nielsen Digital Ad Ratings clients will be able to get age and gender demographics for viewers on the YouTube mobile app, plus reach, frequency and gross ratings points.

“As more people watch video across digital platforms and devices, Nielsen’s comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption,” said David Wong, senior vice president of digital product leadership at Nielsen. “We are proud to be able to provide the market with an independent view of the audience for advertising on YouTube in context of the wider viewing landscape.”