Starcom MediaVest has signed up as the first user of Nielsen’s in-app mobile ad audience measurement, Mobile Online Campaign Ratings (OCR), which will be delivered by online ad company TubeMogul.
Through the new reporting, using TubeMogul’s video buying software, advertisers will be able to target specific age and gender demographics on both smartphones and tablets.
Advertisers will also be able to measure their unduplicated reach across desktop and mobile, providing cross-screen audience measurement to help inform overall media strategy and budget allocation.
“A big part of video’s growth as a brand-building medium has to do with the fact that viewers are watching videos on smartphones and tablets,” said Zach Isaacs, VP and director at Starcom Worldwide.
“Not only does Nielsen’s Mobile OCR reporting give us a way to measure our audience reach across devices, but software like TubeMogul’s lets us shift our budget to where the eyeballs are in real-time.”
The partnership between TubeMogul and Neilsen is the result of testing designed to ensure that TubeMogul’s software works seamlessly and accurately with Nielsen’s audience verification technology.