Nielsen has expanded mobile measurement for its Digital Ad Ratings to six additional countries.
In addition to the U.S. and Canada, mobile measurement will now be included in ratings across Australia, France, Germany, Italy and the UK. Brazil is expected to be added to the list before the end of the year.
In these new regions, the offering should give clients a clearer picture of how online and mobile interact together and on their own, according to Megan Clarken, EVP of Global Watch Product Leadership at Nielsen.
Brands and agencies impacted by the development include Unilever, Microsoft and GroupM.
Nielsen has continued to aggressively expand its measurement footprint over the past year.
Building on an existing relationship, Google recently made Digital Ad Ratings available through the DoubleClick demand-side platform (DSP). The deal made Digital Ad Ratings through DoubleClick Bid Manager available in Australia, Brazil, Canada and the U.K.
This past year, Digital Ad Ratings also became available in China, Singapore, Indonesia, Philippines, Japan and Mexico.
Ultimately, Nielsen expects Digital Ad Ratings to become available in 16 international markets, covering 95% of global digital advertising spending.
Among other recent findings, Nielsen recently found that mobile campaigns reached their intended audience 49% of the time, on average. This insight came from an analysis of mobile campaigns in the U.S. from July 2014 through March 2015.