Nielsen expands digital campaign measurement to 25 new countries by 2016
Nielsen plans to expand its digital advertising measurement solution, Digital Ad Ratings. Over the course of the year, Nielsen will expand the solution into eight new markets globally, with the addition of mobile measurement to existing Digital Ad Ratings offerings in a further eight markets. This significant expansion of the global Digital Ad Ratings footprint will provide a total digital view of campaign audiences across platforms. Since its commercial release in 2011, Digital Ad Ratings has become the industry standard globally for independent campaign measurement with metrics comparable to television.
Nielsen will launch Digital Ad Ratings measurement in eight new markets, including Poland, Turkey, Hong Kong, Taiwan, South Africa, Puerto Rico, Ireland and New Zealand. Digital Ad Ratings mobile campaign measurement recently launched in Thailand, Singapore, Indonesia, Malaysia, Philippines, India and Mexico, and will become available in Japan within the coming week. The addition of mobile measurement will enable advertisers and publishers to more effectively maximise their advertising across desktop, smartphones and tablets.
“We’ve been focused on delivering Nielsen Total Audience measurement of content and advertising and have made remarkable progress. The continued global expansion of our flagship digital advertising measurement solution, including mobile measurement, has been key to the growth of advertising spend in these markets. Our clients depend on us to provide quality measurement that not only meets their respective needs but does so in a way that drives value and provides the most comprehensive understanding of their audience and campaign effectiveness across platforms,” said Steve Hasker, chief operating officer, Nielsen.
In emerging markets like Indonesia, Philippines and India, where mobile penetration outweighs PC or laptop ownership, it’s imperative that measurement reflects the needs of the market. With Digital Ad Ratings, marketers will be able to better plan and measure their audiences with like-for-like reach and frequency metrics across screens and have a deeper understanding of the connection between online and mobile separately and together.
“It has been a pleasure collaborating with the Nielsen team and leveraging Digital Ad Ratings to maximise ROI across our programmatic campaigns for several leading CPG clients. While audience verification in APAC is still in the nascent stages, the Nielsen team have been pro-active in seeking feedback and delivering relevant solutions to help raise the bar. As the largest adopter of Digital Ad Ratings in the region, we are looking forward to Nielsen continuing to up the game with regard to cross device reach/frequency, distribution for in-app ratings and more granular reporting to further help optimisation,” said Sanchit Sanga, chief digital officer, Mindshare Asia Pacific.
“As viewing on tablets and smartphones increases faster than on any other platform, the need for audience verification in mobile from a trusted third-party is essential. Nielsen is the gold standard in the industry, and we look forward to helping brands and agencies seamlessly shift spending across screens,” said Keith Eadie, chief marketing officer of TubeMogul.
The continued expansion also advances Nielsen’s Total Audience initiative, providing total ad measurement through the integration of Digital Ad Ratings data and television ratings. A total audience view of advertising already exists in the U.S., U.K., Italy, France, the Philippines and Thailand and will be available in Indonesia and Malaysia within the next three months.
By the end of 2016, Digital Ad Ratings, including mobile measurement, will be available in 25 markets globally.
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