Nielsen’s Digital Ad Ratings mobile measurement has rolled out across five new countries – the UK, France, Germany, Italy and Australia – with Brazil set to launch by the end of the year.
First available in the US and Canada, Nielsen’s Digital Ad Ratings provides a ‘total digital’ view of audiences across computers, smartphones and tablets, in a comparable way to TV ratings figures.
Unilever’s senior communications planning manager, Paul O’Grady, says that the extension represents “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,” O’Grady said.
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“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.”
Research from Videology shows a threefold increase in mobile video campaigns in Q2 2015 compared with Q1 2015, with UK mobile adspend up 51% to £1.08 billion in the first half of 2015, according to the IAB.
“In a converging media landscape, mobile plays a vital role for our clients as they target the rapidly growing number of consumers watching TV content on their portable devices,” said Chris Mooney, head of product strategy APAC, Videology.
“But despite rapid growth, client feedback still cites measurement as a barrier to increased investments. The arrival of mobile measurement in Nielsen Digital Ad Ratings changes that.”
