Tuesday, July 15, 2014, 5:53 PM ET|Posted by Will Richmond
Nielsen is touting momentum for its mobile Online Campaign Ratings (OCR), citing adoption by over 20 different agencies, content providers and video ad platforms including Adap.tv, AdColony, BrightRoll, Collective, Defy Media, Digitas LBi, Drawbridge, Evolve Media, Freewheel, GroupM, Innovid, LiveRail, Lotame, Rocket Fuel, Rhythm NewMedia, Torrential, Tremor Video, TubeMogul, Twitch, Vdopia, Verve, Videology and YuMe.
Accurate mobile measurement is crucial to both advertisers and content providers as viewers continue migrating their consumption to mobile devices. According to data from Ooyala, 21.5% of online video in Q1 '14 was consumed on mobile devices, up from 3.4% in Q1 '12. eMarketer is forecasting that mobile video advertising will increase from $1.44 billion in 2014 to $5.44 billion in 2018.
Nielsen ratings will play a critical part in helping achieve this growth as advertisers seek to understand their total reach over TV, desktops and mobile devices. Mobile OCR provides campaign demographics across platforms as well as specific reach numbers.