Is mobile advertising all it's cracked up to be? New data has suggested that while mobile may be booming, the shorter, more functional sessions it generates can mean fewer page impressions. That means we probably need a new measuring tool. Well, luckily, Nielsen has something that might just help.
During the first half of May, 25% of all user sessions were generated from mobile phones, tablets accounted for 9% and computers 65%, according to Nielsen's new device-level Market Intelligence module.
But while mobile accounted for one quarter of all sessions, it only accounted for 14% of page impression traffic. The larger screens gained a higher page impression engagement at the aggregate level – computers with 76% and tablets with 9%.
Speaking on the launch of the new module, Nielsen commercial director media Monique Perry said: "Consumers want to access their favourite online content when they want it, wherever they are, with whatever device suits them at the time".
She said marketers needed to understand that "on a timely and granular basis" and Nielsen will provide just that on a daily device level basis all sites and categories in its Market Intelligence product. That means people can see whether consumers are accessing online content by computer, mobile, tablet or console, as well as which operating system and specific device they are using.
Yesterday, Nielsen indicated it would not be taking part in the Audited Media Association of Australia's RFP for up to five providers for its new disaggregated online web audit service, saying advertisers needed the confidence of a "single trusted metric".
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