We’re excited to announce that we’re going global with Twitter! We have expanded our relationship with Twitter to provide measurement of mobile campaigns to 23 new global markets, in addition to the U.S., through Digital Ad Ratings.
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.”
With the expansion into 23 new global markets, Nielsen is the leading measurement provider positioned to help companies understand the global reach of their mobile campaigns on Twitter. Nielsen has provided measurement of Twitter campaigns in the U.S. through Digital Ad Ratings since May 2016, and we’re thrilled to be able to continue working with them to provide comparable metrics for the social network’s mobile campaigns globally.