JAKARTA - Nielsen, global leader of audience, data and analytic measurements, is expanding its measurement range, by including YouTube for desktops and mobile devices in Total Ad Ratings (TAR) solutions in three additional markets in Asia Pacific, namely Indonesia, the Philippines, and Thailand.
The company said it was the first time in Asia Pacific, where advertisers in the three countries are now able to measure YouTube's inventory in their cross-platform ads.
Currently, Nielsen's YouTube inventory measurements are available in a total of seven markets worldwide covering Indonesia, the Philippines, Thailand, Mexico, Italy, the US and France.
In a fragmented media landscape, advertisers need an independent cross media metric to optimize advertising spending and increase ROI as well as reach the right audience. said Arnaud Frade, Head of Commercial Growth, Nielsen APAC in a statement received by VOI in Jakarta.
Frade added that this is an important milestone and investment towards Nielsen ONE's global strategy, in supporting the powerful ability of digital measurements to help realize the real cross-platform vision to measure all screens.
On the other hand, Gaurav Kapur, Managing Director of Google, expressed his joy when he learned that YouTube's measurements in the Total Ads Rating Nielsen solution were expanded in Indonesia, the Philippines, and Thailand.
"We believe that independent measurements help this industry to better navigate media landscapes that are increasingly fragmented," said Gaurav Kapur, Managing Director of Google.
With better assistive tools from measuring partners like Nielsen, Kapur hopes that advertisers can make even more strategic investment plans.
Nielsen has begun to unify its technology platform to help make its audience's measurement products more interoperable, flexible, and measurable. This can meet cross media measurements by carrying our Nielsen ONE vision, which is cross-platform measurements on all real screens. Recently, Nielsen improved Identity Systems for Digital Ad Ratings in 29 international markets.
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