Nielsen kicks off its final pre-launch test as it moves into mobile ad measurement.
Nielsen is launching a final technical test before it officially expands its Online Campaign Ratings (OCR) to mobile this summer. Video ad platforms, BrightRoll, and TubeMogul will participate in the trial.
OCR measures the audience of digital advertising and has been adopted as the standard for buying and selling online ads. This includes video ad guarantees. The addition of mobile will mean that Nielsen's OCR will be able to provide insight into a campaign’s full digital and cross-platform audience.
"Mobile has grown quickly to become an important part of brands' marketing strategy, and as such, advertisers are seeking ways to more accurately measure campaign impact and engagement," says Tim Avila, senior vice president of marketing operations at BrightRoll.
Nielsen's expansion to mobile devices will use a similar approach to the methodology used to measure computer and tablet browsers. In addition to mobile browsers, Nielsen says that this expansion will measure in-app ads for the iOS and Android app eco-system.
The addition of mobile is part of Nielsen's strategic development in 2014. In March, the company expanded its content measurement capabilities to include TV programming available online, through the launch of Nielsen Digital Program Ratings.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! (August 10-12) Educating marketers for over 15 years, we return to San Francisco this August with our action-packed, educationally-focused agenda that will cover every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.