Nielsen has announced that it has expanded its measurement of Twitter mobile campaigns to 23 new markets globally, building on the broader relationship between the companies.
Nielsen has provided measurement for Twitter mobile campaigns in the U.S. for around a year, but the company is now expanding measurement to 23 more countries, including Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, New Zealand, Philippines, Poland, Puerto Rico, Singapore, Taiwan, Thailand, Turkey, and the United Kingdom. In a press release announcing the expansion of its measurement activities, it also explained that
[quote]through Digital Ad Ratings, Nielsen will now provide independent audience verification metrics for campaigns on Twitter’s mobile app globally, enabling clients to measure how effectively ads on the social platform reached their intended audience.[/quote]
Digital Ad Ratings allow advertisers, media agencies, and publishers to use independent third party measurement of their campaign performance “with trusted audience verification, allowing a clearer view into age and gender demographics, unique audience, reach, frequency and gross rating points (GRPs) for campaigns that run in Twitter’s mobile app.”
Jeffrey Graham, Vice President of Market Insight & Analytics at Twitter explained that “as smartphone usage continues to grow and mobile is accounting for more of digital ad spend, it’s more important than ever that advertisers understand how effectively their marketing efforts are reaching their audience on Twitter.”