Research firm, Nielsen, recently announced the addition of six countries to Digital Ad Ratings for mobile measurement. Joining the US and Canada, Australia, France, Germany, Italy, UK and Brazil were added.
Nielsen expands Digital Ad Ratings
The industry standard presents a clearer picture of how online and mobile interact. Among agencies and platforms already utilising the insights gained from Nielsen Digital Ad Ratings are Videology, Unilever, TubeMogul, ROIx, Mobile Marketing Association, Microsoft, Melt DSP, GroupM, Amplifi and AdAudience.
Megan Clarken, EVP Global Watch Product Leadership, Nielsen, says:
“We have enabled the marketplace to transact on media with the highest quality, independent, apples-to-apples metrics across all devices. Adding mobile measurement to Digital Ad Ratings allows us to bring this same level of comparability to more markets, enabling a deeper understanding of campaign effectiveness.”
Nielsen says that an analysis of US mobile campaigns from 2014-2015 found that mobile campaigns reached their intended audience 49% of the time.
Mobile measurement in Digital Ad Ratings evaluates all formats, including video and display across iOS and Android.
Paul O’Grady, Senior communications planning manager, Unilever, said:
“The introduction of mobile measurement in digital ad ratings is another step forward in digital accountability. The accurate people-based measurement that digital ad ratings delivers has already brought a lot more transparency to digital media and allowed Unilever to make significant efficiencies to our media buys; both traditional and programmatic. The launch of mobile measurement will bring the same transparency and accountability to the mobile space, with metrics that help us ensure our ads are getting to the right people.”