Nielsens Mobile Measurement Tools Launch in Six Countries

Celtra-Ad-Creative.jpgNielsen has expanded the mobile measurement capabilities of Digital Ad Ratings, its TV-comparable campaign measurement tool for iOS and Android ads, to six more countries.

Previously only available in the US and Canada, the solution is launching in the UK, France, Germany, Italy, and Australia, with a Brazil launch set to follow by the end of the year.

“We have enabled the marketplace to transact on media with the highest quality, independent, apples-to-apples metrics across all devices,” said Megan Clarken, EVP for global watch product leadership at Nielsen. “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.”

Using the tool, Nielsen found that mobile campaigns in the US between July 2014 and March 2015 found that mobile campaigns on average reached their intended audience 49 per cent of the time, on average.

Nielsen says it will roll out further mobile measurement capabilities throughout 2016.