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.