Why Mobile Video Is Driving the Push for Cross-Platform Measurement

Nielsen tracked mobile video viewing behavior late last year and found consumers watched 25% more of it than the year before. Ooyala is seeing the shift, too. The video management firm reported recently that 26% of videos viewed in December 2013 were seen on mobile devices.No surprise there. But advertisers and broadcasters are still trying to figure out how to measure those mobile views comparably with television, a feat that has so far has vexed marketers.Nielsen is pushing hard to get the industry there. The company plans to combine mobile video views with its television ratings this fall, following the addition of mobile views to its Online Campaign Ratings this summer. To enable the technology, publishers and broadcasters must add Nielsen's software to their video properties, which allows for direct measurement. Continue reading at AdAge.com Continue reading at 'Advertising Age'

[ Advertising Age | 2014-06-03 00:00:00 UTC ]

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