ABC Joins Nielsen Trial to Measure Effectiveness of Mobile Apps in Ad Campaigns

Nielsen has reported that ABC will join its Nielsen Online Campaign Ratings trial program.

The program gauges the effectiveness of mobile advertising campaigns. Nielsen’s program measures audience demographics and reach for both online and app platforms. ABC executives report that the program will help them see the overall success of their advertising efforts.

“An increasing amount of our digital video viewing comes from apps on mobile devices, so the ability to understand who sees ads is crucial for our business,” says ABC President of Sales Geri Wang.

“Viewers have demonstrated that they want to watch ABC content everywhere they can, and that increasingly means on their smartphones and tablets. This trial with Nielsen is a significant next step in allowing us to help advertisers see the whole picture, and make our ABC Unified offering even more compelling.”

Nielsen launched its trial program last year. The company says the goal of the program is to show more accurate metrics for the multi-screen environment of the modern world. Nielsen believes that the program will help bring more definable metrics to digital advertising.

“When we first launched Nielsen Online Campaign Ratings 18 months ago, we knew that it was the beginning of a market-moving shift in digital advertising,” says executive vice president, client solutions for Nielsen, Cheryl Idell.

“For the first time, it enabled all parties to understand the audience of an ad campaign using metrics comparable to TV. In that period, mobile usage has skyrocketed and the need to extend our measurement has become clear. We are excited to be announcing this pilot and to collaborate with ABC once again to deliver high-powered, multi-platform insights into the market.”

The Nielsen Online Campaign Ratings has been quickly gaining momentum in recent months. Last September, Nielsen reported that 15 firms were already using the young program.

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