Nielsen Twitter Mobile Measure Now in 24 Markets

Nielsen has expanded its measure of Twitter mobile campaigns to 23 new markets, adding to the US where it was launched last year.

Social Content Ratings measures program-related activity on social media platforms including Twitter; and the two firms launched Nielsen Brand Effect for Twitter in 2013, enabling advertisers to measure the impact of their promoted tweets on brand metrics such as message association, brand favorability and purchase intent.

Through the announced expansion, Nielsen's Digital Ad Ratings service will be used to provide audience verification metrics on Twitter's mobile app globally, using metrics that are comparable to those used for TV. Clients will now be able to use the service to measure Twitter mobile advertising reach in 24 current global Digital Ad Ratings 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 UK and the US.

Jeffrey Graham (pictured), VP of Market Insight & Analytics at Twitter, comments: '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. We're excited to increase our collaboration with Nielsen to provide greater performance transparency and help brands achieve their marketing goals'.

Web sites: www.nielsen.com and www.twitter.com .