GOING GLOBAL: NIELSEN DIGITAL AD RATINGS TO MEASURE TWITTER IN 23 NEW MARKETS
As consumers are increasingly connecting with advertising across many different touch points, Nielsen’s coverage of Twitter campaigns gives clients an independent third-party measure of their campaign performance. Through this extended partnership, Digital Ad Ratings will now provide advertisers, media agencies and publishers around the world a deeper look into the audience of their campaigns that are running on the Twitter mobile app, with metrics that are comparable to those used for traditional TV. This will give marketers a clearer view into age and gender demographics, unique audience, reach, frequency and gross rating points (GRPs) for their campaigns, enabling them to measure and optimize Twitter mobile advertising reach in global Digital Ad Ratings markets.
“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 Jeffery Graham, Vice President of Market Insight & Analytics at Twitter. “We’re excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals.”