Nielsen Launches Final Test in Mobile Ad Measurement

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.