An ad industry "transformation" - Nielsen launches mobile campaign measurement

By Lucy Carroll | 1 October 2015

For the first time Australian advertisers will be able to measure campaigns on mobile, with Nielsen today launching the long-anticipated ratings tool that allows reporting across all digital devices.

The addition of mobile into Nielsen Digital Ad Ratings will close the gap for many advertisers, who will now have access to a complete view of a campaign’s total unduplicated audience across all devices as well as separately by computer and mobile audiences.

Advertisers will have a next-day view of an ad’s mobile audience, including age and gender, comparable to TV measurement.

Head of Nielsen’s media industry group, Monique Perry, said Australia is only the second or third market in the world to launch daily mobile campaign measurement, with current capabilities only tracking desktop.

“The industry is desperate for a better understanding of mobile audiences to campaigns,” she said. “There is a great deal of interest to know what’s missing and how advertisers can get independent verification of this investment.”

About 55% of digital campaigns measured by Nielsen in the US contain a mobile element, she said, and locally 66% of traffic from sites measured by Nielsen comes 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,” Perry said.

Agencies that tag campaigns with Nielsen will be able to get overnight data which will cover the unique reach and frequency across campaigns and within each publisher.

“Agency groups like GroupM are hanging on us giving them that visibility on mobile audiences. Agencies are very clear that as consumers transition to mobile we need to be able to verify the audiences,” she said.

The mobile campaign capability is the first element in the IAB Australia supported Mobile Ratings tool – to be launched in the next few months – which will see the introduction of smartphone and tablet measurement of video, audio and text, which will be pegged onto existing monthly desktop/laptop data.

Chief digital officer of GroupM, John Miskelly, said: “Up until now the mobile market has been 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.”

He said the new tool allows planners to measure across desktop and mobile without having to isolate each channel.

“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,” Miskelly said.

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