As the measurement can take into account audiences on computers, tablets and smartphones, increasing numbers of clients have adopted the system including DigitasLBi, GroupM, BrightRoll and Verve. The smartphone and tablet measurement in Nielsen Online Campaign Ratings means the company can now provide precise demographics on a campaign running across platforms, as well as an accurate count of how many consumers saw an ad only on a PC, only on mobile and on both — for total and device-specific reach. Nielsen Cross-Platform Campaign Ratings, which offers a total view of ads across TV and digital, also now includes mobile measurement.

The expansion of Nielsen Online Campaign Ratings to mobile device apps and browsers means all ads are measured, including video and display, for iOS and Android platforms. Mobile measurement in Nielsen Online Campaign Ratings builds on Nielsen’s Media Rating Council-accredited methodology for measuring ads in computer browsers.

“Our goal is to measure audiences wherever and however they might access content. The launch of mobile in Nielsen Online Campaign Ratings paves the way for the debut of Digital Program Ratings and the inclusion of mobile measurement in TV ratings later this year,” said Megan Clarken, EVP, global product leadership, Nielsen.

Lyle Schwartz, managing partner and director of research and marketplace analysis at GroupM Worldwide, said: “Adding mobile measurement is an important move to being able to fully understand a consumer’s exposure to video advertising.”