Clients Include DigitasLBi and GroupM; Adap.tv, BrightRoll,
Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid,
LiveRail, Lotame, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul,
Twitch, Vdopia, Verve, Videology and YuMe
Launch of Industry’s First and Only Comprehensive In-App Mobile Ad
Measurement Sets the Stage for Inclusion of Mobile in TV Ratings
NEW YORK -- (Business Wire)
Nielsen
today announced that the commercial availability of mobile measurement
in Nielsen Online Campaign Ratings has been met with significant client
adoption—including industry leading agencies, advertisers, media
companies, ad networks and platforms. The recent launch positions
Nielsen’s marquee digital measurement offering as the only robust
solution available today that provides a campaign’s full digital
audience—across computers, tablets and smartphones.
Adoption of the expanded Nielsen Online Campaign Ratings has been
considerable, with dozens of media sellers opting in to measure mobile
on their sites, apps and networks. These include Adap.tv, BrightRoll,
Collective, Defy Media, Drawbridge, Evolve Media, Freewheel, Innovid,
LiveRail, Lotame, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul,
Twitch, Vdopia, Verve, Videology and YuMe.
"The response to our mobile launch has been incredible, with existing
Nielsen Online Campaign Ratings clients clamoring for it and a slew of
new clients coming on board for the opportunity to understand reach in
the dynamic mobile environment for the first time,” said Lynda Clarizio,
President, US Media, Nielsen. “With this adoption, the enhanced Nielsen
Online Campaign Ratings stands to transform the mobile advertising
industry—bringing the confident investment and accountability that only
third-party, comprehensive metrics can deliver.”
The availability of comprehensive smartphone and tablet measurement in
Nielsen Online Campaign Ratings provides clients with a complete view of
their digital audience for the first time. Nielsen not only provides
highly precise demographics on a campaign running across platforms, but
will also provide an accurate count of how many consumers saw an ad only
on a PC, only on mobile and on both—for total and device-specific reach.
Nielsen Cross-Platform Campaign Ratings, which offers a holistic view of
ads across TV and digital, has also been augmented to include mobile
measurement.
The expansion of Nielsen Online Campaign Ratings to mobile device apps
and browsers measures all ads, including video and display, for iOS and
Android platforms. Mobile measurement in Nielsen Online Campaign Ratings
builds on Nielsen’s Media Rating Council-accredited methodology for
measuring ads in computer browsers. The solution leverages Nielsen’s
proprietary mobile software development kit (SDK), which forms the
foundation for the inclusion of mobile measurement into TV ratings later
this year.
“Our goal is to measure audiences wherever and however they might access
content. The launch of mobile in Nielsen Online Campaign Ratings paves
the way for the debut of Digital Program Ratings and the inclusion of
mobile measurement in TV ratings later this year,” said Megan Clarken,
EVP, Global Product Leadership, Nielsen. “This reinforces our leadership
position as the only provider of industry standard-setting
cross-platform measurement.”
Industry support for the enhanced Nielsen Online Campaign Ratings
DigitasLBi: “Mobile has become a key component of every media
strategy developed at DigitasLBi; it’s therefore critical to gain a line
of sight into how mobile plans are being delivered by our partners,
consistent with our other digital plans. Having mobile in Nielsen Online
Campaign Ratings will help us ensure that we are reaching the right
people, at the right time, on the right platform,” said Pedro M. Perez,
Senior Vice President, Strategy & Analysis at DigitasLBi.
GroupM: "Adding mobile measurement to Nielsen Online Campaign
Ratings and Nielsen Cross-Platform Campaign Ratings is an important move
to being able to fully understand a consumer's exposure to video
advertising," said Lyle Schwartz, managing partner and director of
research and marketplace analysis at GroupM Worldwide.
Adap.tv: “As TV and digital have continued to come closer
together, AOL and Nielsen have worked together on a number of
initiatives to move towards the reality of a standard cross-screen
measurement, most recently a beta program bringing TV-comparable
audience measurement to all of AOL's new series,” said Henk van Niekerk,
Senior Vice President, Publishers and Ad Networks at Adap.tv, a division
of AOL Platforms. “The expansion of Nielsen Campaign Ratings to mobile
devices is another key step towards bringing greater measurement parity
to advertising, regardless of which digital screen it is viewed on.”
AdColony: "Mobile in Nielsen Online Campaign Ratings is a big
step in the right direction for mobile video, and we believe it can
unlock future mobile spending in ways that complement TV,” said David
Kurtz, Chief Product Officer. “As media companies extend their content
across mobile devices, brands are seeking out ways to buy high-quality
mobile video advertising in streamlined, dependable and easy-to-measure
ways. The launch of mobile in Nielsen Online Campaign Ratings adds the
ability to provide clients with the additional audience validation they
want, allowing them to optimize and measure according to familiar TV
metrics.”
BrightRoll: "Brands are increasingly embracing the power of
mobile in their marketing strategy and as such are seeking ways to
validate the efficiency of their campaigns across smartphones and
tablets," said Tim Avila, SVP of Marketing Operations, BrightRoll. "We
are proud to be among the first video advertising platforms to integrate
and provide mobile audience measurement through the enhanced Nielsen
Online Campaign Ratings product to our clients."
Collective: “The integration of mobile measurement into Nielsen
Online Campaign Ratings helps close the gaps between delivery and
measurement, and between TV, PC and mobile. It provides a consistent
mechanism for validating our core principle of reaching audiences across
screens. The combination of our capabilities with Nielsen Online
Campaign Ratings and Nielsen's other measurement solutions now enables
an end-to-end unified view of audiences and audience-based advertising
like never before," said Justin Evans, Chief Strategy Officer,
Collective.
Drawbridge: "Our agency and advertiser clients depend on
Drawbridge to not only optimize their cross-device ad campaigns for the
highest return on ad spend, but to show them detailed reporting on
campaign impact, including brand lift, engagement and other metrics,"
said Drawbridge VP Marketing Daryl McNutt. "The Nielsen Online Campaign
Ratings mob offering is a major step forward that will enhance our
mobile and cross-device measurement solutions, and we know our clients
will be excited to learn that we're working with Nielsen as an early
adopter of this solution."
Evolve Media: “Evolve Media experienced great success by becoming
the first publisher to integrate Nielsen Online Campaign Ratings
reporting for native video campaigns, so it was a natural progression
for us to take this technology to the second screen. We know there is a
demand for mobile campaign measurement within the industry, and we’re
looking forward to integrating the technology within our premium mobile
campaigns,” said Fabien Ricard, Vice President of Operations,
SpringBoard Video – an Evolve Media company.
FreeWheel: “As the digital television landscape continues to span
platforms and devices, the need for solutions that bridge the gap
between online and offline becomes even more critical,” said James
Rothwell, Vice President, Business Development, FreeWheel. “Including
smartphones and tablets in Nielsen Online Campaign Ratings is a
significant step towards creating a unified television advertising
market for our customers and the industry as a whole.”
Innovid: “With ever-growing screen fragmentation, we see more and
more marketers and agencies thinking about the ‘audience’ and
recognizing the need to break down video device silos. One big missing
piece to fully living that dream was understanding the audience
composition and overlap between platforms. Adding mobile to Nielsen
Online Campaign Ratings solves that, and we believe this to be a massive
catalyst for cross-screen campaigns coming down the pipe,” said Tal
Chalozin, CTO and co-founder.
Rhythm NewMedia: "Despite annual increases in overall mobile
ad spend, many brand marketers are still reluctant to fully leverage
mobile advertising at scale in their media buys. The audience
measurement tools traditional used for desktop media simply don't work
in the cookie-less, app-based world of mobile”, said Josh Stivers, VP of
Ad Solutions at Rhythm. “Thankfully, Nielsen Online Campaign Ratings has
cracked the code of mobile audience measurement and validation. We’re
looking forward to onboarding all our advertisers over time.”
Rocket Fuel: "Rocket Fuel is committed to delivering optimal
audiences across all screens and increasing media effectiveness across
TV and digital," said Simon Hayhurst, SVP Product and Business
Development. "We're delighted to be at the forefront of providing
audience verification for mobile devices to help our brand buyers spend
with confidence across all digital touch points."
Torrential: “Mobile video is exploding, essentially putting a
personal, always-on smart TV in every brand consumer’s hand,” said Doug
McCurdy, President and Co-Founder, Torrential. “We’re thrilled to be a
launch participant. With this expansion of Nielsen Online Campaign
Ratings to mobile, we can now provide our ad agency and brand clients
the standard, cross-platform audience measurement metrics they require
to invest in mobile video at scale.”
Tremor Video: “We’re laser-focused on offering our clients the
ability to optimize across all-screens, regardless of whether their goal
relates to brand performance or demographics,” said Katie Seitz Evans,
VP of Strategy and Operations at Tremor Video. “This release of mobile
Nielsen Online Campaign Ratings will now allow our clients to measure
and optimize to key demographics across devices.”
TubeMogul: "The second screen is rapidly becoming the first
screen in video, especially for younger viewers," comments Keith Eadie,
Chief Marketing Officer at TubeMogul. "Nielsen Online Campaign Ratings
for mobile is what was missing, bringing accountability to mobile video
through accurate, third-party measurement. Thanks to Nielsen, marketers
using TubeMogul's software can now seamlessly plan across every screen,
comparing TV to video everywhere in terms of cost and reach."
Twitch: "Mobile is an increasingly important piece of the pie for
any company in the digital media space,” said Jonathan Simpson-Bint,
Chief Revenue Officer, Twitch. “At Twitch, we’re seeing around 30% of
our views come from mobile devices, and it’s more important than ever
for our advertisers to have a comprehensive understanding of the ways
the Twitch audience is interacting with their brand messages. This helps
them get a complete picture for both Web and mobile.”
Vdopia Inc.: “The introduction of TV-like ‘standardized ratings’
for mobile will open the floodgates for mobile video advertising. This
will provide marketers with the confidence to go cross screen, and it
will give mobile publishers and ad-tech players credibility for
delivering measurable audience reach. Vdopia welcomes this move by
Nielsen and is excited to be part of the launch,” said Saurabh Bhatia,
Co-founder, Chief Business officer, Vdopia Inc.
Verve: "We're very excited to leverage Nielsen Online Campaign
Ratings as part of Verve's ongoing efforts to ensure we are the mobile
location advertising leader in providing our clients transparency,
accountability and verification," said James Smith, Chief Revenue
Officer of Verve. "Verve's location intelligent platform combined with
Nielsen's audience insight will deliver crucial advertising
effectiveness information and therefore more value for advertisers."
Videology: “As television and video continue to converge, the
ability for advertisers to plan and buy holistically across devices has
become an imperative. And unified buying hinges upon unified measurement
metrics,” said Scott Ferber, Chairman and CEO, Videology. “Nielsen
propelled the industry forward by introducing common ratings across TV
and online video, and we believe extending these ratings to mobile is an
equally important advancement. We are eager to offer this new solution
to our platform clients.”
YuMe: “As YuMe is focused on providing digital video for brand
advertisers, as well as measurement solutions across all screens, we
applaud the launch of Nielsen Online Campaign Ratings for mobile,” said
Jayant Kadambi, Co-Founder and CEO of YuMe. “By now supporting and
validating mobile audience composition, Nielsen takes a major step
forward for the industry.”
The clients named above are among those who are ready to measure
mobile advertising through Nielsen Online Campaign Ratings or actively
engaged in the certification process.
*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.
ABOUT NIELSEN CAMPAIGN RATINGS
Nielsen Campaign Ratings delivers clients comprehensive, comparable
metrics for TV and digital advertising campaigns. Part of the Nielsen
Campaign Ratings product suite, Nielsen Online Campaign Ratings combines
Nielsen panel data with aggregated, anonymous, privacy-protected
demographic information from participating data providers. Campaign
reporting is available daily, 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 digital advertising.
ABOUT NIELSEN
Nielsen (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 and mobile
measurement. 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.
Contacts:
Nielsen
Julia Monti, 646-654-4412
VP of Global Communications
julia.monti@nielsen.com
Source: Nielsen
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