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.
Click-through rates for a business website fall with its position in organic search results. But what is the effect when organic results are pushed further and further off screen by paid ads, Google My Business listings and Knowledge Graph?
On Monday, Netflix reported that it added 370,000 new subscribers in the U.S. in the third quarter, 20% more than the 300,000 it ... read more
Snapchat Discover has been a hit with publishers that want access to the popular messaging app’s highly-desirable audience, and some reports even ... read more
According to Deloitte’s annual retail holiday sales forecast, retailers should expect to see an uptick in both in-store and online sales this coming holiday.