ABC executives report that the program will help them see the overall success of their advertising efforts.
Nielsen has reported that ABC will join its Nielsen Online Campaign Ratings trial program.
The program gauges the effectiveness of mobile advertising campaigns. Nielsen's program measures audience demographics and reach for both online and app platforms. ABC executives report that the program will help them see the overall success of their advertising efforts.
"An increasing amount of our digital video viewing comes from apps on mobile devices, so the ability to understand who sees ads is crucial for our business," says ABC President of Sales Geri Wang.
"Viewers have demonstrated that they want to watch ABC content everywhere they can, and that increasingly means on their smartphones and tablets. This trial with Nielsen is a significant next step in allowing us to help advertisers see the whole picture, and make our ABC Unified offering even more compelling."
Nielsen launched its trial program last year. The company says the goal of the program is to show more accurate metrics for the multi-screen environment of the modern world. Nielsen believes that the program will help bring more definable metrics to digital advertising.
"When we first launched Nielsen Online Campaign Ratings 18 months ago, we knew that it was the beginning of a market-moving shift in digital advertising," says executive vice president, client solutions for Nielsen, Cheryl Idell.
"For the first time, it enabled all parties to understand the audience of an ad campaign using metrics comparable to TV. In that period, mobile usage has skyrocketed and the need to extend our measurement has become clear. We are excited to be announcing this pilot and to collaborate with ABC once again to deliver high-powered, multi-platform insights into the market."
The Nielsen Online Campaign Ratings has been quickly gaining momentum in recent months. Last September, Nielsen reported that 15 firms were already using the young program.
Image on home page via Shutterstock.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
November 19, 2014
1:00pm ET/10:00am PT