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Nielsen Adds Measurement for YouTube Mobile In-App in Asia-Pacific

2 minute read | June 2019

Nielsen Digital Ad Ratings Provides Independent View of Key Digital Video Platforms’ In-App Audience in over 30 Markets, Helping Marketers Make Sense Of Campaign Reach and ROI

Singapore, 4 June 2019 – Nielsen announced today it has expanded advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional markets, including Singapore, Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates.

Now available in 34 global markets, this service builds on Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers to provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices. Measurement of Digital Ad Ratings for YouTube’s mobile app was first made available in the United States in 2017, in Canada and Japan in October 2017, in the UK, France and Germany in January 2018, and in Australia and Italy on 1 September 1 2018.

With this global expansion, media buyers and sellers will have access to age and gender demographics for consumers viewing advertising on the YouTube mobile app, as well as reach, frequency and gross rating points (GRPs). Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings – enabling both media buyers and sellers to leverage truly comparable and deduplicated persons-based measurement across publishers in their media planning and execution. With this measurement, publishers, advertisers and media agencies will be able to gain a deeper understanding of their audience across YouTube using metrics comparable to those used for TV.

“With the rising consumption of videos across platforms and devices, Nielsen’s ability to provide marketers with independent measurement of YouTube’s mobile audiences is a game changing move for the industry,” said Annette Kunst, Managing Director, Media, Nielsen, Southeast Asia. “With the expansion of Digital Ad Ratings to measure audiences inclusive of YouTube’s sizeable mobile footprint, advertisers in Asian markets will have the comparability, coverage and transparency they need to maximize the impact of their digital media in more than thirty markets world-wide.”

About 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. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries.

An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit



Anupriya Deepak

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