Nielsen incorporates YouTube measurement for 3 markets in SEA

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Nielsen has unveiled the incorporation of YouTube measurement for desktop and mobile within its Total Ad Ratings (TAR) solution across three additional markets in APAC - Indonesia, the Philippines and Thailand. Nielsen will be providing cross-platform metrics on which media buyers and sellers can transact. This will now allow advertisers to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally, which are Indonesia, the Philippines, Thailand, Mexico, Italy, the United States, and France.

Arnaud Frade, head of commercial growth at Nielsen APAC explained that when it comes to a fragmenting media landscape, advertisers need independent cross-media metrics to optimise ad spending and enhance ROI while reaching the right audiences. "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,” Frade added.

According to Nielsen, 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.

By combining Nielsen Digital Ad Ratings with Nielsen TV Ratings, and leveraging census-based data with machine learning methodologies, Total Ad Ratings deduplicates advertising reach metrics across TV and digital platforms using our panel-powered ID system to provide comprehensive cross-platform audience measurement.

“We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, and Thailand. We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape. With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments,” Gaurav Kapur, managing director at Google said.

Separately, Nielsen was rolling out its enhanced Nielsen Identity System for Digital Ad Ratings in several new markets following its launch in 2022. Among the markets selected include Singapore, Malaysia, Hong Kong, Thailand, Philippines, Mexico, Hong Kong, Taiwan, Norway, Poland, Greece, Netherlands, Belgium, South Africa, New Zealand, UAE, Czech Republic and Hungary.

The Nielsen Identity System, which powers the Digital Ad Ratings, is touted to address advertising waste, and help enable advertisers and publishers to measure to reach and frequency of their audiences. The company explained that with this system, demographics are duplicated across mobile and PC platforms when a digital ad is viewed. As such, demographic data from multiple data providers will power up the Nielsen Identity System to bring scale for digital measurement of the open web.