Nielsen adds new mobile metric

The company has expanded its Nielsen Digital Ad Ratings to include mobile in Canada.

Nielsen has announced an addition to its measurement options in Canada, expanding its Nielsen Digital Ad Rankings to include mobile.

Currently available in the U.S., Canada is the second market globally to have mobile measurement added to Nielsen’s Digital Ad Rankings. Mobile was added to Nielsen Digital Ad Rankings in the U.S. last summer.

The expansion of Digital Ad Rankings means the tool now measures all ads, including video and display for all iOS and Android platforms.

Over 68% of Canadians now own a smartphone device, a 13% year-over-year jump, according to recent numbers from With Growth Comes Change: The Evolving Canadian Mobile Landscape, produced by search marketing agency Catalyst and GroupM Next.

Video consumption on the devices is also growing at a steady rate, with a 76% year-over-year jump in mobile users who said they watch video on their devices almost every day, according to new numbers from comScore.

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