Nielsen’s been touting its Online Campaign Ratings (OCR) this last year as a break-through service for brands that want to more effectively measure digital campaigns. Specifically, it’s designed to address the challenges publishers and platforms face in getting consumer-packaged goods, automotive and other brands that transact business offline to spend more online.
AOL bought into the idea, partnering with Nielsen in April to offer advertisers OCR's metrics. Now Nielsen has signed another 14 clients, including video advertising platforms like Innovid and LiveRail and digital marketing services firms such as AudienceScience and DataXu.
“Their adoption means it’s [more] available,” said Steve Hasker, Nielsen’s global media and ad products lead. “It makes it seamless for an advertiser or agency to measure their campaigns across these services. It makes our data much more usable.”
OCR includes campaign data updates every 24 hours, letting marketers make adjustments on the fly while seeing what demographics are hit as well as other audience numbers. “If you get in [the office] at seven or eight in the morning, you can immediately adjust your campaign,” Hasker said.
Rounding out the list of clients: FreeWheel, Set, TubeMogul, Turn, Vindico, VideoHub, Videology, Adap.tv, Zedo and Jivox. Some such as VideoHub have been working with Nielsen for months; others like Jivox are newer.
“Accurate delivery to a target demographic is critical to the [return on investment] of any ad campaign, yet often advertisers don’t know if the ad was received by the intended demographic and what the outcome of the ad was,” said Diaz Nesamoney, Jivox CEO, in a statement. “We have teamed with Nielsen to address this challenge and bring a unique offering that creates a new level of understanding and insight into campaign success.”