ABC Pilots Nielsen OCR Mobile Move

US media network ABC is participating in Nielsen's 'first-ever' trial expanding its Online Campaign Ratings (OCR) solution to the measurement of ads on mobile devices.

The solution combines data from the company's panels with aggregated, anonymous demographic data from participating online data providers. This allows Nielsen to provide overnight audience reach, frequency and Gross Ratings Points (GRPs) for online ad campaigns.

In response to the growth of video viewing on both smartphones and tablets, Nielsen has put in place a pilot program to enable ABC to understand audience demographics and measure the reach and frequency of online campaigns across its content on the web and on mobile apps.

Nielsen EVP, Client Solutions Cheryl Idell says that since the launch of OCR eighteen months ago, mobile usage has 'skyrocketed', and the need to extend the tool to mobile devices has become clear.

Geri Wang, President of Sales at ABC comments: '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.'

The pilot, which will measure all ads within iOS and Android apps, runs through summer 2013.

Web sites: www.abc.com and www.nielsen.com .