Expands Nielsen’s Advanced TV footprint, positions Digital Ad Ratings as the leading independent CTV measurement solution
New York, NY โ Oct. 15, 2020 โ Today, Nielsen announced that YouTubeโs streaming TV inventory will be measured in Digital Ad Ratings and Total Ad Ratings to help media buyers and sellers better understand and verify audiences on both the YouTube and YouTube TV apps on connected TVs (CTV). This announcement expands Nielsenโs ability to measure YouTube beyond computer and mobile and builds on Nielsenโs expanding Advanced TV product suite that also includes addressable TV measurement. The first phase of measurement will be enabled in the first half of 2021, beginning with YouTube TV and extending to the YouTube app on connected TVs in the U.S. shortly thereafter, ahead of the 2021-2022 Upfronts.
Itโs undeniable that TV is becoming more digital. With more than three-quarters of U.S. homes owning one or more connected device and streaming accounting for 25% of total TV usage, itโs more important than ever to account for audiences across all platforms, including connected TVs. The CTV space continues to experience tremendous fragmentation as more players launch new services, causing data to be siloed within different platforms. According to Nielsenโs recent Beyond Streaming report, YouTube accounted for 20% of all streaming usage in the U.S. With this coverage expansion, Nielsen is bringing unprecedented transparency to the leading ad supported streaming service, giving marketers increased confidence in their investments and the ability to better measure the success of their campaigns across platforms.
“Over 100 million people in the U.S. watch YouTube and YouTube TV on their connected TVs every month. Advertisers are asking for third-party measurement partners like Nielsen to provide a complete view of YouTube and YouTube TV audiences, so they can understand the scale of the audience they’re able to reach through CTV campaigns,” says Debbie Weinstein, Vice President, Global Solutions, YouTube.
Peringkat Iklan Digital Nielsen adalah standar emas dalam memberikan pengukuran iklan di komputer, perangkat seluler dan perangkat yang terhubung. Karena pengiklan terus mencari pengukuran holistik di semua video, kemampuan Nielsen untuk mengukur YouTube adalah kunci untuk menyediakan metrik lintas platform yang dapat digunakan oleh pembeli dan penjual media untuk bertransaksi. Dengan integrasi ini, Nielsen dapat mengukur penayangan iklan dan menyediakan pelaporan audiens independen di semua platform.
"Seiring dengan meningkatnya streaming melalui perangkat yang terhubung, mengukur pemirsa menjadi sangat penting karena industri ini menuntut solusi tingkat mata uang yang memberikan pemasar dan penerbit metrik lintas platform yang holistik mengenai kampanye TV tingkat lanjut," kata Scott Brown, GM Pengukuran Pemirsa di Nielsen. "Karena TV terkoneksi pada dasarnya bersifat addressable, memperluas hubungan kami dengan Google untuk mengukur pemirsa YouTube di perangkat terkoneksi merupakan langkah penting untuk memberikan pengukuran iklan lintas media dan komparabilitas antara CTV dan addressable di TV linear."
Peringkat Iklan Digital is the market-leading independent, third-party solution that provides demographic audience measurement on connected devices. The expansion of Nielsenโs Digital Ad Ratings measurement for YouTube through connected devices builds on Nielsenโs commanding coverage of the connected TV space.
Tentang Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Nielsen is divided into two business units. Nielsen Global Media provides media and advertising industries with unbiased and reliable metrics that create a shared understanding of the industry required for markets to function. Nielsen Global Connect provides consumer packaged goods manufacturers and retailers with accurate, actionable information and insights and a complete picture of the complex and changing marketplace that companies need to innovate and grow.
Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand whatโs happening now, whatโs happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 90 countries, covering more than 90% of the worldโs population. For more information, visit www.nielsen.com.
Contact
Nielsen
Sarah Muratore
sarah.muratore@nielsen.com
