Measurement company Nielsen has expanded its campaign ad measurement abilities to include mobile devices for the first time.

The expansion means Nielsen clients are able to see how their ads, both mobile and display, are going.

The addition slides into the current measurement system for other digital devices such as desktop, the Nielsen Digital Ad Ratings.

The ad ratings currently identify who an ad is actually reaching online, evaluating reach and frequency across campaigns within publishers.

Monique Perry, head of Nielsen’s Media Industry Group, reinforced how important mobile measurement is to the Australia media and advertising industries.

“We have learnt from the US market that 57 per cent of digital campaigns measured by Nielsen contain a mobile element. We also know locally that 66 per cent of traffic from sites measured by Nielsen is coming from Mobile devices.

“This market is incredibly advanced and I am confident that the addition of mobile to Nielsen’s Digital Ad Ratings will transform the mobile advertising industry—bringing the confident investment and accountability that only independent, comprehensive metrics can deliver.”

Previously mobile has been hindered in measurement due to various issues in audience and performance campaigns, said John Miskelly, chief digital officer at GroupM

“But now being able to capture mobile audience verification data through Nielsen Digital Ad Ratings, it has the potential to be a game changer for the mobile market. It allows planners to measure across desktop and mobile without having to isolate each channel.