TubeMogul has integrated Nielsen’s Mobile Digital Ad Ratings measurement tool into its platform and is rolling it out to advertisers in Australia and New Zealand.
The intent is to delver a ratings tool for mobile campaigns similar to that offered in the television advertising market. The arrival of Nielsen’s mobile ratings system will enable brands and agencies to measure on-target audience reach across screens (desktop and mobile) to inform their programmatic media buying strategies, the company says.
According to Sam Smith, TubeMogul Australia and New Zealand Managing director, “The launch of Mobile Digital Ad Ratings in Australia is an exciting development, as it brings the market another step closer to the cross-screen dream. Our strategic partnership with Nielsen means Mobile Digital Ad Ratings will be available directly in the platform and is key to providing advertisers with the best tools to execute cross-screen brand campaigns.”
Analysis of behavior on the TubeMogul platform reveals that in September, 16 per cent of Australian advertisers bought programmatic video ads running both on desktop and mobile, while seven per cent of advertisers are running campaigns exclusively on mobile.
Smith said he expected the integration with Nielsen would spur increased investment in mobile video advertising.
Through the API integration with Nielsen, reporting will be pulled directly into the TubeMogul platform and enable advertisers to verify age and gender demographics on both smartphones and tablets. Advertisers will also be able to measure their unduplicated reach across desktop and mobile, providing cross-screen audience measurement that can quickly and effectively inform overall media strategy and budget allocation.
Nielsen announced the availability of mobile Digital Ad Ratings in the US in June and TubeMogul said it moved quickly to deliver the measurement tool to Australian brand advertisers.
“Consumers now rely on their smartphones and tablets to access information and entertainment content and marketers need a proven audience measurement solution to track that the consumption shift,” said Smith.
Smith said, “Nielsen Digital Ad Ratings for Mobile empowers advertisers with independent verification that they have reached their intended audience and allows them to execute cross-screen campaigns more effectively.”
(Note: The Nielsen DAR tool was formerly called Online Campaign Ratings.)