Nielsen Expands YouTube Mobile App Measure to Europe

Nielsen has added measurement of YouTube's mobile app to its Digital Ad Ratings service in the UK, France and Germany.

Nielsen began measuring YouTube mobile app ads through its Digital Content Ratings service in the US last summer, and then expanded the service to Canada and Japan in October. Digital Content Ratings is a core component of the ratings giant's multiplatform analysis framework, Total Audience Measurement.

The new service, which extends Nielsen's current measurement coverage of YouTube ads on desktop and mobile web browsers, gives Digital Ad Ratings clients in the UK, France and Germany access to age and gender demographics for consumers viewing ads on the YouTube mobile app, as well as reach, frequency and gross rating points (GRPs).

Barney Farmer (pictured), Nielsen's UK Commercial Director, comments: '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. 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'.

Web site: www.nielsen.com .