Nielsen Digital Ad Ratings Begin to Roll Out for YouTube CTV

YouTube and Nielsen roll out new ad measurements as YouTube CTV viewership continues to increase. Here’s what you need to know.In 2020, more people than ever streamed YouTube on connected TVs (CTV).This is driven in part by people spending more time at home, resulting in more folks choosing to watch YouTube primarily on the TV screen.In December 2020, a quarter of logged-in YouTube CTV viewers watched content almost exclusively (more than 90%) on the TV screen, according to internal YouTube data.Moreover, Google’s early studies have shown that YouTube CTV campaigns are driving incremental viewership across linear TV, desktop and mobile devices.After leveraging YouTube CTV for a recent campaign, Christina Seidner, Senior Brand Manager, Kimberly-Clark, noted:“We believed YouTube CTV would boost our Pull-Ups campaign in a cost-effective way as our customers continue to shift attention from traditional TV to streaming platforms. What we found is that what’s true about YouTube overall is true about YouTube CTV – it delivers unique reach to TV.”The growing viewership of CTV creates a new opportunity for advertisers.However, understandably, many advertisers have hesitations around advertising on CTV due to difficulties in measurement and attribution.YouTube has acknowledged the importance of measurement across CTV and, as a result,…
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