Google is expanding its deal with Nielsen Digital Ad Ratings on YouTube’s mobile app beyond the U.S. and into 26 additional international markets.
The expansion covers 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, bringing the market total to 34. YouTube first began using Nielsen’s Digital Ad Ratings in the U.S. in 2017. Nielsen also measures YouTube ads across desktop and mobile web browsers.
The further international rollout gives media buyers and sellers expanded access to age and gender demographics for YouTube app users, and data including reach, frequency and gross rating points (GRPs).
"Providing marketers with independent measurement of YouTube's mobile audiences globally is a major step forward for the industry," said Amanda Tarpey, senior vice president of digital product leadership at Nielsen, in a statement. "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."
Earlier this year, YouTube announced that it would begin participating in Nielsen’s Total Ad Ratings product in an effort to give marketers a better idea of the incremental reach achieved on YouTube versus television. The company also announced that Nielsen Catalina Solutions (NCS) Sales Lift will be available for Google Preferred campaigns before the end of 2019.
These two developments together should benefit large global advertisers by providing them with independent metrics and validation of incremental reach as well as deduplicated audience numbers.