Nielsen Prepares for OCR Mobile Launch

Nielsen is in the 'final stages' of testing for the expansion of its Online Campaign Ratings product to mobile. The new service is scheduled for launch in the summer.

Online Campaign Ratings, which was MRC accredited in 2011, provides overnight audience reach, frequency, and Gross Rating Points (GRPs) for Internet display and video advertising. The system uses a patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers.

Digital video ad services firm BrightRoll and online video ad targeting specialist TubeMogul are participating in the technical trials of the mobile version, which will allow Nielsen to provide a measure of a campaign's full digital and cross-platform audience. As well as measuring ads for video and display, the new tool will measure in-app ads for iOS and Android app systems.

Megan Clarken (pictured), Nielsen's EVP, Global Product Leadership, comments: 'With 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, BrightRoll and TubeMogul are great strategic allies; we appreciate their participation in our test program.'

Web site: www.nielsen.com .