Late last week, YuMe announced that it was implementing Nielsen's mobile Online Campaign Ratings (OCR) to support cross-screen video ad campaigns for clients Toyota and GSK.  With Nielsen's mobile OCR, YuMe is able to measure audience segments by demographics, thereby improving its targeting capability across screens.

In mid-July Nielsen announced that over 20 different agencies, content providers and video ad platforms had adopted mobile OCR, which means the YuMe cross-screen announcement is the first of many to come. Mobile OCR is critical as more viewership shifts to smartphones and tablets.

Riding that wave, eMarketer expects mobile video advertising will jump from $1.44 billion in 2014 to $5.44 billion in 2018. A recent survey found that 75% of advertisers are already running cross-screen campaigns, but "insights" was cited as the most pressing challenge. Mobile OCR is squarely aimed at addressing this issue.

(Note: YuMe is a VideoNuze sponsor)