Nielsen expands YouTube CTV ad measurement in India with cross-device analytics
Nielsen launches deduplicated measurement for YouTube CTV ads across mobile and desktop devices in India, enhancing ad analytics.
Nielsen announced on October 21, 2024, the expansion of its YouTube Connected TV (CTV) ads measurement service in India. The enhancement now includes deduplication capabilities across mobile and desktop devices, marking a substantial advancement in cross-platform advertising analytics.
The expansion follows Nielsen's February 2024 announcement of extending YouTube ads measurement to 13 global markets. This latest development enables comprehensive measurement across three distinct screens - computer, mobile, and Connected TV devices - providing advertisers with a unified view of their campaign performance.
Nielsen ONE Ads, the company's cross-platform campaign measurement suite, now incorporates several technical capabilities:
- Deduplication technology to eliminate redundant view counts across devices
- Co-viewing measurement functionality for CTV applications
- Integrated analysis of YouTube exposures across computer and mobile platforms
- Cross-device reach comparison capabilities
According to Arnaud Frade, President Asia, Commercial at Nielsen, the implementation addresses the growing challenge of fragmented advertising budgets. The system enables advertisers to:
- Compare YouTube ad reach across multiple device types
- Generate comprehensive campaign performance metrics
- Evaluate investment effectiveness across platforms
- Manage frequency control across different viewing environments
The enhanced measurement system provides several key functionalities:
- Real-time reach analysis across platforms
- Frequency management tools
- Audience verification systems
- Cross-platform comparability metrics
Key Facts
- Announcement Date: October 21, 2024
- Implementation Location: India
- Platforms Covered: Computer, mobile, and CTV devices
- Service Type: YouTube Connected TV (CTV) ads measurement
- Key Feature: Deduplication across devices
- Parent Product: Nielsen ONE Ads
- Geographic Context: Part of expansion to 13 global markets
- Primary Benefit: Enhanced cross-platform campaign measurement
- Target Users: Media buyers and advertisers
- Technical Focus: Audience measurement and analytics