MMM site

Nielsen expands YouTube mobile app ad measurement to Europe

Tyrone Stewart

YouTubeNielsen has expanded its YouTube advertising measurement to the video sharing platform’s mobile app via its Digital Ad Ratings service in the UK, France, and Germany.

With the addition of the service to YouTube’s mobile app, Nielsen has expanded its measurement coverage beyond ads on the desktop and mobile web versions of YouTube.

“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, especially since YouTube accounts for a large share of mobile video advertising in the UK.” said Barney Farmer, Nielsen's UK commercial director. “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.”

Nielsen first introduced measurement of Digital Ad Ratings to YouTube’s mobile app in the US in June 2017, before introducing it in Canada and Japan in October 2017. The company plans to expand into more international markets beyond the six the service is now in.