Nielsen Expands Measurement To Include Mobile Ads For The First Time

Nielsen Expands Measurement To Include Mobile Ads For The First Time
SHARE
THIS



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.

“From GroupM point of view we have unparalleled insight into audience trends on desktop through Nielsen Digital Ad Ratings. We now look forward to overlaying mobile audience data to understand reach and frequency across multiple devices.”

Please login with linkedin to comment

barina Project Clever Buoy s Apple

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]

Opinion

by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]