Nielsen Kicks off Final Pre-Launch Test of Mobile Ad Measurement Solution
April 17 2014 - 11:01AM
Business Wire
BrightRoll, TubeMogul to Participate
Nielsen today announced the launch of the final technical trial
as it gears up to expand Nielsen Online Campaign RatingsTM to
mobile this summer. BrightRoll and TubeMogul, two of the largest
video ad platforms in the digital space, will participate. Both
companies have been using Nielsen Online Campaign Ratings in an
always-on, fully integrated manner for the past eighteen
months.
Nielsen Online Campaign Ratings measures the audience of digital
advertising and has emerged as the standard for buying and selling
online ads, including video ad guarantees. With the addition
of mobile, Nielsen Campaign Ratings will become the first and only
measurement suite to offer robust 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,” Tim Avila,
SVP of Marketing Operations, BrightRoll. “Our clients rely on
Nielsen Online Campaign Ratings for independent, third party
measurement and we are pleased to be working with Nielsen as they
bring this important mobile offering to market."
“Cross-screen audience measurement is critical for advertisers
to leverage the trend of increasing mobile video consumption,” said
Jason Lopatecki, Chief Strategy Officer, TubeMogul. “We’re excited
to be at the forefront as a beta participant for the Nielsen Online
Campaign Ratings mobile offering.”
The expansion of Nielsen Online Campaign Ratings to measure
mobile devices will use a similar approach to Nielsen’s Media
Rating Council-accredited methodology* for measuring computer and
tablet browsers, which combines Nielsen’s industry-leading
Cross-Platform Homes panel with data from third-party providers, to
measure all ads, including video and display. In addition to mobile
browsers, this release will explicitly measure in-app ads for the
iOS and Android app eco-system. Other clients, including ABC, have
participated in earlier technical trials.
“2014 is a big year for Nielsen and the broader advertising
industry. 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,” said Megan Clarken, EVP, Global
Product Leadership. “BrightRoll and TubeMogul are great strategic
allies; we appreciate their participation in our test program.”
Following a number of strategic developments in 2014, including
the inclusion of mobile in Nielsen Online Campaign Ratings, Nielsen
will be able to measure linear and dynamic digital advertising
across all platforms. Specifically, in March, Nielsen expanded its
content measurement capabilities to include TV programming
available online through the launch of Nielsen Digital Program
Ratings. The 2014-2015 TV season will mark the first time that
mobile video viewing is folded into C3, the rating used by the
industry to buy and sell TV advertising.
ABOUT NIELSEN CAMPAIGN RATINGS
Nielsen Campaign Ratings delivers clients comprehensive,
comparable metrics for TV and online advertising campaigns. Part of
the Nielsen Campaign Ratings product suite, Nielsen Online Campaign
Ratings combines Nielsen’s Cross-Platform Homes panel data with
aggregated, anonymous, privacy-protected demographic information
from participating online data providers. Campaign reporting is
available the day after the launch of a campaign, providing vital
delivery information in-flight to both advertisers and publishers.
Nielsen Cross-Platform Campaign Ratings, also part of the suite,
draws upon Nielsen Online Campaign Ratings as well as Nielsen’s
proprietary TV data to deliver unduplicated and incremental reach,
frequency and GRP measures for TV and Internet advertising.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE:NLSN) is a global information and
measurement company with leading market positions in marketing and
consumer information, television and other media measurement,
online intelligence, mobile measurement, trade shows and related
properties. Nielsen has a presence in approximately 100 countries,
with headquarters in New York, USA and Diemen, the Netherlands. For
more information, visit www.nielsen.com.
*Nielsen Online Campaign Ratings is the first Internet
measurement system that provides demographic ratings for online
advertising campaigns of any size with certain metrics comparable
to those used for TV advertising to be accredited by the
MRC.
Nielsen:Julia Monti,
646-654-4412julia.monti@nielsen.com
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