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.”
TEAM LEWIS, the global marketing agency, has announced plans to rapidly expand its Australia team with 10 new hires, including Head of Creative and Head of Social roles. Lead image: TEAM LEWIS, left to right – Chris McGhee, Director, AU; Smitha Virik, Regional Head of Client Services, APAC; Martin Harkin, Managing Director, AU. The independent […]
Meta has appointed Icon Agency and Snack Drawer as its Australian PR agencies of record, and Pead as its New Zealand PR agency of record, following a competitive pitch process. Together, Icon Agency and Pead will deliver a mix of corporate, B2B, policy, and consumer communications in Australia and New Zealand respectively. Snack Drawer will […]
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]
oOh!media has appointed former ASX Group head of human resources, Lisa Green (lead image), as chief people and culture officer. Experienced in leading business transformation initiatives at times of significant growth, Green will head the delivery of oOh!’s strategy across its 900-strong team, including key responsibility for oOh!’s values and DEI objectives. With over 25 […]
Anathea Ruys is not only one of the most important people in agency land, but also one of the nicest. Ruys has been the CEO of UM Australia for almost three years, following stints at agencies across Asia and the US. She also recently featured on, talking about her prior life as a journalist. With […]
With the countdown to the summer holidays on, PR and creative agency Keep Left has launched an integrated brand campaign for PassportCard, its first work for the new travel insurance disruptor. The campaign ‘When ‘It’ Happens’ leans into the reality that no matter how prepared you are when you travel, unexpected things can happen that […]
Christina Aguilera’s arrival in Australia for the first time in 15 years gave Menulog and Thinkerbell a unique opportunity to launch the new global TVC and brand campaign in a locally relevant way for Australians. Utilising Menulog’s distinctive delivery bag, Thinkerbell recruited Australian Indie designer By Weave Collection, to re-imagine it and create a star-studded […]
Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, today announced a new Board of Directors and a changing of the guard as the industry body enters its fourth year. Lead Image: 2023 Leadership Team The IMAA was founded in 2020 by five independent media agency directors […]
We’re living in challenging economic times and, sadly, marketing departments often have their budgets cut first. At the same, companies are asking those same departments to produce more whilst cutting costs. That can seem like an un-squareable circle and, frankly, can be quite demoralising for teams. Marketing teams can save money, however. Over the past […]