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Nielsen Expands Mobile Measure
Nielsen has added mobile campaign measurement to its Digital Ad Ratings service in five more countries - Australia, France, Germany, Italy and the UK - and will add Brazil by the end of the year.
The feature, already available in the US and Canada, allows marketers to optimize their campaigns with a 'total digital' view of audiences across computers, smartphones and tablets, showing how mobile and desktop audience relate and interact.
The solution measures all ads, including video and display, for iOS and Android platforms, and the firm says it will continue to roll out additional mobile measurement capabilities throughout next year. The parent Digital Ad Ratings service is available now or about to launch in eight additional markets: China, Singapore, Japan, Indonesia, The Philippines, Thailand, Malaysia and Mexico.
Megan Clarken (pictured), EVP Global Watch Product Leadership, comments: 'We have enabled the marketplace to transact on media with the highest quality, independent, apples-to-apples metrics across all devices. 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'.
Paul O'Grady, Senior Communications Planning Manager at Unilever UK says the move is 'another step forward in digital accountability', explaining: '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. 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'.
Web site: www.nielsen.com .
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