Nielsen Preps OCR (Ad Measurement) Expansion to Mobile

/ Apr 17, 2014


Online Campaign Ratings is Nielsen’s attempt to bring TV-like measurement to online video advertising, with the idea that it’s the key to bring more TV buyers on board with digital. (The pitch goes: TV buyers want to measure online video ads the way they already on TV, because it’s easier to compare, and because it’s easier to understand.)

Since launching in 2011, OCR has become one of two primary measurement solutions in the industry, the other being comScore’s vCE product. In fact, so prevalent are these two that YouTube recently — finally — acquiesced and opened its doors to both solutions.

But as anyone on an industry panel will tell you, the people, these days they are watching more and more on mobile. If online video is the new frontier, mobile video is the next frontier, and video ad measurement has an even longer hill to climb on that front.

Nielsen, for its part, says it’s launching “the final technical trial” in preparation of bringing OCR to mobile this summer. It’s already signed two leading video ad companies, BrightRoll and TubeMogul, who have been using the current iteration of OCR for the past 18 months, to participate.

(What OCR does, if it’s not exactly been clear, is measure the audience of a video ad campaign online, and soon mobile, including the valuable gross ratings point, or GRP, measure.)

On mobile, OCR will use a combination of Nielsen’s Cross-Platform Homes panel data with anonymized audience info from third-party providers to measure reach, frequency, and GRPs of mobile video ads. In addition to ads that are delivered via mobile browsers on smartphones and tablets, Nielsen says it will also provide numbers for in-app ads on various iOS and Android apps.

“2014 is a big year for Nielsen and the broader advertising industry,” said Megan Clarken, EVP, global product leadership, at Nielsen. “With true cross-platform measurement across content and advertising, publishers will be one step closer to unlocking the true value of their inventory and advertisers will know the real extent of their campaign reach.”

This move follows Nielsen’s decision last March to expand its content measurement capabilities to TV shows online via the launch of Nielsen Digital Program Ratings. The coming TV season will be the first time mobile video viewing is folded into the C3 TV rating used to buy and sell TV advertising.

Tags: , , , , , ,


Lesbian Vampires & Kotex: How ‘Carmilla’ Became...


MTV Labs Taps Rapper A$AP Rocky as Creative Director


FCC Cancels Vote on ‘Unlock the Box’ OTT Proposal


Collab Signs Horror Channel BlackBoxTV to Network, Partners on...

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
PewDiePie 3-2-15

PewDiePie Expands Revelmode Gaming Slate with DoubleMoose Deal


Storyful Launches Viral Video Marketplace


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series


How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries