Independent audience verification is now coming to Twitter across 23 new global markets as measurement firm Nielsen expands the Digital Ad Ratings from the US to the world.
The feature allows Twitter mobile app advertising clients to independently verify the audiences for their campaigns. It incorporates metrics comparable to those used for TV and provides a better picture of audience age, gender, reach, frequency and gross rating points for Twitter campaigns.
With the cost of advertising on Twitter consistently declining, more advertisers are likely to flock to the platform to reach an audience that is already highly engaged. Lower ad costs also mean greater ROI for brands and advertisers.
Right now, the Nielsen Digital Ad Ratings for Twitter campaigns are available in 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 United Kingdom and the United States.
Jeffrey Graham, Vice President of Market Insight & Analytics at Twitter, says:
“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.”
The companies’ relationship goes way back. Twitter measurements have been available within Nielsen Digital Ad Rating since May 2016 in the US. Two years prior to that (2014), Nielsen launched Social Content Ratings to measure activity across Twitter and other social platforms and in 2013 Nielsen Brand Effect for Twitter enables advertisers to measure the impact of Promoted Tweets on brand metrics.