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. This will enable clients to measure how effectively ads on the social platform reached their intended audience.
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.
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 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, the United Kingdom and the U.S.
“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,” said Jeffrey Graham, vice president of market insight and analytics at Twitter. “We’re excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals.”