Nielsen digital ad measurement to include mobile

• Every day, every device, total digital advertising audience verification has arrived

Nielsen has announced it has expanded its campaign measurement in Australia with the addition of mobile devices into Nielsen Digital Ad Ratings (formerly OCR).

This expansion of mobile ad measurement in Australia – including mobile video and display – gives the industry “Total Digital” ad measurement and unlocks the ability to understand a campaign’s total unduplicated audience across all devices as well as separately by computer and mobile audiences.

Nielsen Digital Ad Ratings identifies who an advertisement is actually reaching online and evaluates unique reach and frequency across campaigns and within each publisher. The digital campaign reporting provides an independent understanding of the value of digital advertising in the context of overall media spend and provides comparable metrics to television ratings, delivering overnight GRPs on age gender for digital ads.

With the imminent launch of the IAB Australia supported Mobile Ratings data, Nielsen will be well-placed to support the industry in mobile measurement across both ads and content.

Monique Perry, head of Nielsen’s media industry group, reinforced how important mobile measurement is to the Australian media and advertising industries, “We have learnt from the US market that 57% of digital campaigns measured by Nielsen contain a mobile element. We also know locally that 66% 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.”

Source: Nielsen