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The research giant has expanded its mobile measurement capabilities to include six more countries to match the growth of digital advertising
Expanding its global footprint for mobile measurement, Nielsen has added six countries to its Digital Ad Ratings, the industry-standard for independent TV-comparable digital campaign measurement. The scope has been extended to include Australia, France, Germany, Italy, and the UK, with Brazil set to launch by year-end.
Leading global agencies, ad platforms, and industry organisations such as Videology, Unilever, TubeMogul, ROIx, Mobile Marketing Association, Microsoft, Melt DSP, GroupM, Amplifi, and AdAudience can now maximise their campaigns with a ‘total digital’ view of audiences across computers, smartphones, and tablets.
The move allows for a clearer picture of how online and mobile interact together and independently, in a way comparable to TV. The solution measures all ads, including video and display, for iOS and Android platforms. Nielsen will continue to roll out additional mobile measurement capabilities throughout 2016.
The aforementioned new markets join Nielsen’s stable which already includes the United States and Canada. As mobile usage continues to explode worldwide, Digital Ad Ratings measurement offers clarity to clients seeking to optimise their mobile advertising efforts.
For example, an analysis of the U.S. from July 2014 to March 2015 found that mobile campaigns reached their intended audience 49% of the time, on average. Similarly, the on-target percentage of Canadian ads viewed on mobile during May 2015 was nearly the same as it was on desktop computers—44% and 47%, respectively.
“We have enabled the marketplace to transact on media with the highest quality independent apples-to-apples metrics across all devices. Adding mobile measurement allows us to bring this same level of comparability to more markets, enabling a deeper understanding of campaign effectiveness,” said Megan Clarken, EVP Global Watch Product Leadership of Nielsen.
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