Dive summary:
- In an effort to streamline and improve Online Campaign Ratings (OCR), Nielsen has expanded its relationship with video platform FreeWheel.
- OCR was developed to mimic TV ratings and help advertisers make the transition to web; ideally the partnership will encourage more digital advertisers to use OCR.
- FreeWheel, who helps ABC, AOL, ESPN, Turner and Viacom, will plug OCR into its media planning system which will let users tag online video ads and receive Nielsen metrics of reach, frequency and demographics.
From the article:
"Marrying OCR to FreeWheel's workflow dashboard, in theory, should aid its brand clients' forecasting abilities and general efficiencies when it comes to digital video initiatives. FreeWheel signed a lightweight distribution deal with Nielsen 11 months ago before coming to an agreement where OCR is fully part of its product."
