Nielsen’s mobile campaign ratings to launch in October with daily measurement next year

Audience measurement service Nielsen will begin offering mobile campaign audience measurement from October 1, Mumbrella can reveal.

The company also confirmed it expects a more accurate measurement of mobile audiences to be rolled into its Online Ratings by the end of this year, a move which could dramatically alter the current Nielsen top ten news websites rankings.


Nielsen’s timeline for the changes.

“It’s a big change,” Monique Perry head of media industry group at Nielsen told Mumbrella.  “From October 1 the platform and measurement is ready and so we have a number of publishers ready to start testing campaigns.”

“October is the campaign numbers launch date and from that data (brand and agencies) will be able to track mobile campaigns that they tag,” she said.

Results from the campaigns will be released to marketers on a daily basis. The change will allow marketers to dynamically track with precise measurement the performance of individual mobile advertising campaigns.



“We had not previous put a date on it,” Perry said. “This is important because for every other media currency they do the planning and the campaign measurement off the back of the same currency – so there aren’t two different sets of numbers as there is here.”

Nielsen said the launch of campaign ratings would be a starting point for the whole process of bringing mobile into the metric.

“We need to think about it as the campaign measurement and then the content measurement,” said Perry. “(Campaign ratings) has been in market for two years but from October we will have the ability to measure mobile campaign impressions.”

Perry would not confirm the precise launch date for mobile measurement on the Nielsen Online Ratings saying: “Everything content related is all with the IAB (Interactive Advertising Bureau) and we are working with them on when and how we release that data.”

She did however confirm the broad timeframe for the changes, and said it would be a multi step process.

“There will be three steps on the content measurement side: step one we will release smartphone and tablet audience data and that will be stand alone, step two is we will fuse that into our existing measurement tools and give a new montly market number – that will include mobile and step three is daily ratings for content.

“The last step is going to be middle of next year.”

Nic Christensen 


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