Nielsen adds YouTube in Total Ad Ratings in three SEA markets

Media measurement firm Nielsen has added YouTube to its Total Ad Ratings across Thailand, Indonesia, and the Philippines. The move allows advertisers to better understand the scale of the audience they’re able to reach through both TV and digital campaigns.

As part of Nielsen's move towards their global ONE strategy, advertisers are now able to measure YouTube inventory in cross-media campaigns in a total of seven markets globally — Indonesia, the Philippines, Thailand, Mexico, Italy, France and the US.

It's also the first time in APAC that Nielsen is providing cross-platform metrics for media buyers and sellers to transact. Publishers and platforms can together see who’s watching along with the media buyers who then plan and optimise campaigns.

“We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, Thailand” said Google managing director Gaurav Kapur. "We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape."

Arnaud Frade, Nielsen APAC's head of commercial growth, added: “This is an important milestone and investment toward our strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens."