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Nielsen, Twitter expand global relationship with digital ad ratings

MUMBAI: Nielsen has expanded its measurement of Twitter mobile campaigns to 23 new global markets.

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.

With global consumers increasingly connecting with advertising through their mobile devices, Nielsen’s coverage of Twitter campaigns will provide clients around the world with an independent third party measurement of campaign performance. Using metrics that are comparable to those used for TV, Digital Ad Ratings equips advertisers, media agencies and publishers 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.

“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. We’re excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals,” said Twitter VP market insight, analytics Jeffrey Graham.

Leveraging Nielsen’s global scale, clients will be able to use the industry standard for campaign measurement to measure and optimise Twitter mobile advertising reach in 24 current global Digital Ad Ratings markets including India, Australia, Brazil, Canada and China. With its presence in these regional markets, Nielsen is the leading measurement provider positioned to provide clients with comprehensive global coverage of their mobile campaigns on the social platform.

The expansion of Nielsen measurement of Twitter campaigns builds on the broader relationship between the two companies. Twitter measurement has been available within Nielsen Digital Ad Ratings since May 2016 in the US. In 2014, Nielsen launched what is now known as Social Content Ratings in 2014, which measures program-related activity on social media platforms like Twitter. Nielsen and Twitter first launched Nielsen Brand Effect for Twitter in 2013, allowing advertisers in all global Twitter markets to measure impact of their Promoted Tweets on brand metrics such as message association, brand favorability and purchase intent.