Nielsen this week announced a new partnership with Google to expand its Connected TV (CTV) measurement of YouTube ads to 11 new markets.
This move represents a significant step forward in Nielsen's global Nielsen ONE strategy, offering advertisers and agencies a more comprehensive view of campaign performance across multiple platforms.
New Markets: Australia, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, South Korea, Thailand, and UK.
Product: YouTube CTV measurement integrated into Nielsen ONE Ads, providing deduplicated audience reach and frequency metrics across platforms.
Benefits:
Enables comparison of YouTube reach across devices with TV for a complete picture of ad spend and audience.
Improved understanding of reach, frequency management, and audience verification for YouTube buys.
Timeline:
Non-deduplicated CTV ads measurement launched in Q4 2023 (UK only).
3-screen deduplication (mobile, computer, CTV):
Q2 2024: UK
Q3 2024: Remaining markets
4-screen deduplication (mobile, computer, Linear TV, CTV):
Second half of 2024: Indonesia, Mexico, Philippines, Thailand, South Korea, UK