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Nielsen to expand Digital Ad Ratings’ global footprint

Nielsen’s digital advertising measurement solution, Digital Ad Ratings, will be expanded in eight new markets – Poland, Turkey, Hong Kong, Taiwan, South Africa, Puerto Rico, Ireland and New Zealand, while its addition of mobile measurement to existing Digital Ag Ratings offerings will extend into another eight markets.

This significant expansion of the global Digital Ad Ratings footprint will provide a total digital view of campaign audiences across platforms, the company says.

Digital Ad Ratings mobile campaign measurement recently launched in Thailand, Singapore, Indonesia, Malaysia, Philippines, India and Mexico, and will become available in Japan within the coming week. This addition will allow advertisers and publishers to maximise their advertising more effectively across desktop, smartphones and tablets.

With Digital Ad Ratings, marketers will be equipped to better plan and measure their audiences with like-for-like reach and frequency metrics across screens and better understand the connections between online and mobile separately and together.

Steve Hasker, CEO of Nielsen, said: “We’ve been focused on delivering Nielsen Total Audience measurement of content and advertising and have made remarkable progress. The continued global expansion of our flagship digital advertising measurement solution, including mobile measurement, has been key to the growth of advertising spend in these markets.”

In emerging markets like Indonesia, Philippines and India, where mobile penetration outweighs PC or laptop ownership, it is important for measurements to truly reflect the market needs.

Sanchit Sanga, chief digital officer, Mindshare Asia Pacific, said: “While audience verification in APAC is still in the nascent stages, the Nielsen team have been pro-active in seeking feedback and delivering relevant solutions to help raise the bar.”

Since its commercial release in 2011, Digital Ad Ratings has become the industry standard globally for independent campaign measurement with metrics comparable to television.

Keith Eadie, CMO of TubeMogul said: “As viewing on tablets and smartphones increases faster than on any other platform, the need for audience verification in mobile from a trusted third-party is essential. Nielsen is the gold standard in the industry, and we look forward to helping brands and agencies seamlessly shift spendings across screens.”

The expansions advances Nielsen’s Total Audience initiative, providing total ad measurement through the integration of Digital Ad Ratings data and television ratings.

A total audience view of advertising already exists in the US, UK, Italy, France, the Philippines and Thailand and will be available in Indonesia and Malaysia within the next three months.

By the end of 2016, Digital Ad Ratings, including mobile measurement, will be available in 25 markets globally.┬áThe global expansion plans were announced at Nielsen’s annual Media & Marketing Summit in Jakarta, Indonesia.

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