Dive summary:
- ABC will launch the first test of Nielsen Online Campaign Ratings that includes mobile app views; previously, ratings only included video watch on browsers from mobile devices.
- While money has been shifting to online content, a lack in universal measurement tools has slowed the movement; ABC hopes to inspire more advertising by including the ratings captured from the recently released Watch ABC app.
- According to Adam Gerber, VP of sales development and marketing for ABC, reported that ABC content viewed through available app increased 71% from Feb 2012 to Feb 2013.
From the article:
"ABC earlier this year began using Nielsen's Online Campaign Ratings to provide guarantees to advertisers for video programming distributed both on TV and online. The effort, dubbed ABC Unified, was meant to let advertisers make one buy across all screens and better understand the online audience of an ad campaign using metrics comparable to TV. Although ABC Unified already includes apps, campaigns were being measured by applying the online data, so the new test will give advertisers a more accurate picture, Mr. Gerber said."