Nielsen Holdings plc NLSN recently announced plans to expand its digital advertising measurement solution, Digital Ad Ratings globally. The new markets will include Poland, New Zealand, Ireland, Turkey, Taiwan, Hong Kong, South Africa and Puerto Rico.
On Wednesday, at its annual Media & Marketing Summit in Jakarta, Indonesia, the audience measurement companyannounced that it will also add mobile measurement to its current Digital Ad Ratings offerings and launch them in eight new markets.
The addition of mobile measurement will help boost marketing efforts of publishers and advertisers in the emerging markets where viewing on smartphones outweighs other platforms such as laptops and PCs.
The company recently launched the service in Singapore, Thailand, India, Indonesia, Philippines, Malaysia and Mexico. Japan is likely to receive the service next week onward.
The current expansion is a part of its broader plan to take its services to 25 markets by the end of 2016. If successful, Neilson will cover 80% of global digital advertising spending.
With this plan, the company is trying to gain market share from its main competitor comScore, Inc. SCOR that recently acquired Rentrak Corporation, a media measurement company serving the entertainment industry.
Neilsen’s COO Steve Hasker commented, “We’ve been focused on delivering Nielsen Total Audience measurement of content and advertising and have made remarkable progress. The continued global expansion of our flagship digital advertising measurement solution, including mobile measurement, has been a key to the growth of advertising spends in these markets.
“Our clients depend on us to provide quality measurement that not only meets their respective needs but does so in a way that drives value and provides the most comprehensive understanding of their audience and campaign effectiveness across platforms,” he added.
Neilsen at present is a Zacks Rank #3 (Hold) stock. Investors would be better off investing in TransUnion TRU and LifeLock, Inc. LOCK as they each carry a Zacks Rank #1 (Strong Buy).
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