By Sean Crawford, Vice President, Global Head of Inventory at Adap.tv
The annual Internet trends report from Mary Meeker, a partner at venture firm Kleiner Perkins Caufield & Byers (KPCB), has predicted the growing importance of mobile over the past several years, but this year’s report put mobile’s future into clearer focus: mobile internet traffic is growing at a rate of 1.5 times that of conventional broadband, and at an annual rate of 81 percent. Video, she says, is largely driving that growth.
It’s clear that people are watching video on a whole host of connected devices and mobile is a central part of our lives today. With the advent of this explosive consumption of video through mobile applications, there is an even greater needed to accurately measure those growing audiences.
Nielsen has been a company leading that effort, testing an expansion of its Online Campaign Ratings to mobile. This would mark the first only only measurement solution to offer insights into a campaign’s full digital and cross-platform audience.
We are excited to announce that Adap.tv’s platform is a certified partner with Nielsen’s Online Campaign Ratings for mobile, expanding on our multi-year relationship with Nielsen in video measurement. We already work closely with Nielsen delivering the latest in audience guarantee technology and this in another powerful tool for our clients.
Mobile will continue to see rapid growth and brands are starting to invest in it as a critical component within their overall marketing strategy. Similarly, advertisers are looking for ways to substantiate investment and effectively measure campaign impact. It’s not enough anymore to simply measure the impact of a campaign across one or two devices.
Cross-screen and integrated measurement needs to be comprehensive and thorough, and Adap.tv’s clients will be able to activate unbiased, third-party measurement through our expanded mobile partnership with Nielsen.
We are currently conducting a pilot program with clients, and will have additional news to share in the future.
For more information about Adap.tv’s certification with Nielsen’s Online Campaign Ratings for mobile or to inquire about a pilot program, please reach out to our team today.