today announced the launch of the final technical trial as it gears up
to expand Nielsen Online Campaign RatingsTM to mobile this
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
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
"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, Chie 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
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,
*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.
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