Nielsen expands YouTube Connected TV ads measurement

By AdNews | 12 February 2024

Nielsen will expand its Connected TV (CTV) measurement of YouTube ads into 11 global markets.

The agreement between Nielsen and Google will integrate YouTube CTV measurement, inclusive of co-viewing, into Nielsen ONE Ads to measure audiences in markets including Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK.

Nielsen ONE Ads is the company’s cross-platform campaign measurement product suite which provides deduplicated audience reach and frequency metrics. The introduction of YouTube CTV into Nielsen ONE Ads internationally gives advertisers and agencies a comprehensive view of campaigns across multiple platforms.

It also allows buyers to better understand reach, manage frequency and verify the audience of their buys on YouTube.

Deirdre Thomas, chief product officer for Nielsen Audience Measurement, says agencies and advertisers need comprehensive, consistent, deduplicated measurement of audiences globally, and Nielsen is uniquely positioned to provide that.

"We are proud to partner with Google to enable YouTube CTV measurement within Nielsen ONE. This is another major milestone on our path to deliver true cross-platform measurement," she says.

Kate Alessi, MD of global product solutions for YouTube, says the way people watch video has changed, and advertisers are calling for comprehensive cross-media measurement across screens.

“This expansion allows advertisers and agencies in 11 additional markets to compare YouTube’s reach across devices with TV, providing a more complete picture of ad spend and the deduplicated audiences they’re reaching," she says.

The timeline for the expansion will differ between markets, with the UK being the first market to have launched non-deduplicated CTV ads measurement in Q4 2023. 3-screen deduplication across mobile, computer, and CTV will come to Australia in Q3 2024, while 4-screen deduplication across mobile, computer, Linear TV, and CTV will be announced for Australia (and other select markets) in due course.

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