Global Nielsen ONE strategy gets a boost with expanded YouTube CTV ads measurement

Nielsen, a renowned company specialized in audience measurement, data, and analytics, announces the extension of its Connected TV (CTV) ad measurement for YouTube across 11 international markets. The partnership between Nielsen and Google will incorporate YouTube CTV measurement, including co-viewing, into Nielsen ONE Ads, enabling audience measurement in markets such as Australia, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK. This development follows the recent rollout announcement of the platform introduction on a global scale.

Nielsen ONE Ads stands as the company’s suite for cross-platform campaign measurement, providing deduplicated audience reach and frequency metrics. The inclusion of YouTube CTV into the suite on a global scale offers advertisers and agencies a comprehensive overview of campaigns across various platforms. Moreover, it allows buyers to better comprehend reach, manage frequency, and authenticate the audience of their YouTube purchases with enhanced comparability.

Deirdre Thomas, Chief Product Officer for Nielsen Audience Measurement, expressed, “The expansion of our measurement of YouTube CTV ads in 11 countries is a significant stride in our Nielsen ONE global rollout. Agencies and advertisers require comprehensive, consistent, deduplicated audience measurement globally, and Nielsen is uniquely positioned to deliver that. We are pleased to collaborate with Google to enable YouTube CTV measurement within Nielsen ONE. This marks another major milestone on our journey to provide true cross-platform measurement.”

Kate Alessi, Managing Director, Global Product Solutions, YouTube, added, “The way people watch video has evolved, and advertisers are seeking comprehensive cross-media measurement across screens. This expansion enables advertisers and agencies in 11 additional markets to evaluate YouTube’s reach across devices alongside TV, offering a more comprehensive view of ad spend and the deduplicated audiences they’re reaching.”

Timeline

The timeline for the expansion will vary across markets, with the UK being the first market to have launched non-deduplicated CTV ads measurement in Q4 2023.

The complete timeline for the rollout of deduplicated metrics across 3-screens and 4-screens is as follows:

3-screen deduplication across mobile, computer, and CTV:

UK: Q2 2024
Germany, India, Italy, South Korea, Australia, Indonesia, Japan, Mexico, the Philippines, and Thailand: Q3 2024
Additional market timelines will be announced in 2024

4-screen deduplication across mobile, computer, Linear TV, and CTV:

Indonesia, Mexico, the Philippines, Thailand, South Korea, and the UK in the second half of 2024
The timeline for the remaining markets will be announced as applicable