Advertisers want a more holistic view of their audiences, including YouTube, so they can understand the scale of the audience they’re able to reach through campaigns that are served both on TV and digital. For the first time in APAC, Nielsen is providing cross-platform metrics on which media buyers and sellers can transact.
Nielsen announced now the incorporation of YouTube measurement for desktop and mobile within its Total Ad Ratings (TAR) solution in additional three markets in APAC, namely Indonesia, the Philippines and Thailand. This announcement will now allow advertisers to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally, with Mexico, Italy, U.S., and France.
“In a fragmenting media landscape advertisers need independent cross-media metrics to optimize ad spends and enhance ROI while reaching the right audiences.” said Arnaud Frade, Head of Commercial Growth, Nielsen APAC. “This is an important milestone and investment toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.”
“We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, Thailand. We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape,” said Gaurav Kapur, Managing Director, Google. “With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments.”
Nielsen has begun unifying its technology platform to help make its audience measurement products more interoperable, flexible and scalable. This solves for cross-media measurement by embracing our Nielsen ONE vision of a true cross-platform that measures across all screens. Recently, Nielsen enhanced its “Identity System for Digital Ad Ratings” across 29 international markets. (Source: Nielsen)