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Nielsen Expands Digital Ad Measurement To Include Mobile

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

SYDNEY, 1 October, 2015: Nielsen today 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 Australia media and advertising industries, “We have learnt from the U.S. 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.”

John Miskelly, Chief Digital Officer GroupM said, “Up until now the mobile market has been slightly hamstrung by measurement issues in relation to audience and performance campaigns.  But now being able to capture mobile audience verification data through Nielsen Digital Ad Ratings, it has the potential to be a game changer for the mobile market. It allows planners to measure across desktop and mobile without having to isolate each channel. From GroupM point of view we have unparalleled insight into audience trends on desktop through Nielsen Digital Ad Ratings. We now look forward to overlaying mobile audience data to understand reach and frequency across multiple devices.”

Sam Smith – TubeMogul, Managing Director AU/NZ said, “TubeMogul was the first ad tech platform to integrate Nielsen Digital Ad Ratings (formerly OCR) into our software in 2013.  This provided Brands and Agencies with the unprecedented ability to plan, buy, optimise and report against verified audiences for desktop campaigns.

The launch of Mobile Digital Ad Ratings in Australia is an exciting development, as it brings the market another step closer to the cross-screen dream. Our strategic partnership with Nielsen means Mobile Digital Ad Ratings will be available directly in the platform and is key to providing advertisers with the best tools to execute cross-screen brand campaigns.”

Chris Mooney, Head of Product Strategy APAC, Videology said, “In a converging media landscape, mobile plays a vital role for our clients, as consumers increasingly consume premium content on their portable devices. Data pulled from our platform showed a threefold increase in mobile video campaigns in quarter 2, 2015 versus quarter 1, 2015, but despite rapid growth, client feedback still cites measurement as a barrier to increased investment. The arrival of mobile capabilities to Nielsen’s Digital Ad Ratings tool changes that. We have been eagerly awaiting its launch in Australia and look forward to working with Nielsen to provide our clients with robust data on total [digital] audience reach.”

Liam Walsh – Amobee, Managing Director said, “This initiative really helps enhance the infrastructure to the mobile advertising system that is required to take mobile to the mainstream. Measuring audiences effectively is just critical for advertisers as it improves planning and execution.”

ABOUT NIELSEN
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com

Press Contact:
Jackie Helliker, +61 403 074 864, jackie.helliker@nielsen.com