Audience Data

Twitter Partners with Nielsen for Independent Audience Verification Metrics

Nielsen +Twitter

Nielsen, the global audience measurement leader, is now providing comparable metrics for social network’s mobile campaigns across 23 new markets

Nielsen has announced that it has expanded its measurement of Twitter mobile campaigns to 23 new global markets, in addition to the US. Through Digital Ad Ratings, Nielsen will now provide independent audience verification metrics for campaigns on Twitter’s mobile app globally, enabling clients to measure how effectively ads on the social platform reached their intended audience.

via Nielsen

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. 

Leveraging Nielsen’s global scale, clients will be able to use the industry standard for campaign measurement to measure and optimize Twitter mobile advertising reach in 24 current global Digital Ad Ratings markets. With its presence in most regional markets, Nielsen has positioned itself as the leading measurement provider positioned to provide clients with comprehensive global coverage of their mobile campaigns on the social platform.

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With global consumers increasingly connecting with advertising through their mobile devices, Nielsen’s coverage of Twitter campaigns will provide clients around the world with an independent third party measure of campaign performance.

Using metrics that are comparable to those used for TV, Digital Ad Ratings equips advertisers, media agencies, and publishers with trusted audience verification, allowing 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.

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“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 & Analytics at Twitter. “We’re excited to increase  our collaboration  with Nielsen to provide greater performance transparency and help brands achieve their marketing goals.”

In 2014, Nielsen launched what is now known as Social Content Ratings in 2014, which measures program-related activity on social media platforms like Twitter. Nielsen and Twitter first launched Nielsen Brand Effect for Twitter in 2013, allowing advertisers in all global Twitter markets to measure the impact of their  Promoted Tweets on brand metrics such as message association, brand favorability, and purchase intent.

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