Respected ratings firm Nielsen will expand its measurement of Twitter mobile campaigns to 23 new global markets. While Nielsen has been doing this in the U.S. for some time, now it will provide independent audience verification metrics for campaigns on Twitter’s mobile app globally.
This will allow clients to “measure how effectively ads on the social platform reached their intended audiences,” noted Nielsen in a media release.
Nielsen’s coverage of Twitter campaigns will provide clients around the world with an independent third party measure of mobile campaign performance. The metrics used — similar to those used for TV — allow 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,” said Jeffrey Graham, the 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,” Graham added.
Nielsen will now be monitoring Twitter’s mobile advertising reach in these 24 markets: 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.
The expansion of Nielsen measurement of Twitter campaigns expands the relationship between the two companies. Twitter measurement has been available within Nielsen Digital Ad Ratings since May 2016 in the U.S.