ABC Participates In Metrics Trial For Mobile Devices

by Wayne Friedman , May 14, 2013

Geri-Wang ABC will participate in the first trial of Nielsen Online Campaign Ratings for mobile devices.

Geri Wang, president of advertising sales for ABC, announced the effort during ABC's upfront presentation on Tuesday.

While efforts have been growing to measure viewership online, mobile video measurement -- something TV marketers have requested for some time -- has been lacking.

Wang said: “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."

Earlier this year, ABC began comprehensive use of Nielsen Online Campaign Ratings to provide advertisers with metrics for their ABC Unified offering -- one buy across all screens.

Nielsen says the mobile expansion of Nielsen Online Campaign Ratings will use a similar approach to the solution’s Media Rating Council-accredited methodology. It combines Nielsen Cross-Platform Homes panel with data from providers to measure all ads, including video and display, within iOS and Android apps.

This week ABC launched Watch ABC -- a live streaming 24/7 video site for ABC network programming. Disney-ABC has started up a number of video apps for a number of its cable networks.

The pilot test runs through summer 2013.

advertising, apps, media measurement, mobile, tv

2 comments about "ABC Participates In Metrics Trial For Mobile Devices".

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Robynne Wildman from Standing With Agnes Nixon, May 15, 2013 at 9:58 a.m.
Of course abc/d is participating in this! We have been telling them for years that the nielsen rating system is outdated and their viewers are not being counted.
Losing many viewers over their daytime debacle spurred them to action.
For me, it's too little, too late.
Reply

Peter Benjamin from MyOffices, May 15, 2013 at 2:40 p.m.

I agree with Robynne totally we have been telling them the same thing. Now with a launch of a new Tvonthego.com platform we hope to show them how its done. http://fundanything.com/en/campaigns/tvonthego
Stop by and take a look at our crowd funding efforts and lets talk about showing the proof of concept. Its a simple process feed the content and count the beans.

We look for any test networks who want to test it out. We can give you metrics upon metrics like you wouldn't believe.