By Sahil Patel
Social video tech and analytics company Unruly is integrating Nielsen’s Online Campaign Ratings tool into its in-stream skippable pre-roll ad format. Delivered via its Unruly Activate video distribution platform, the integration promises advertisers that all purchased views will be validated by OCR.
OCR is Nielsen’s answer to measurement issues plaguing the online video advertising space. The tool combines Nielsen panel data with aggregated, anonymous audience data to measure the delivery of online ad campaigns in a fashion that’s similar to TV.
With the OCR integration, Unruly hopes to reach advertisers interested in online video beyond the walls of YouTube, which until recently did not work with OCR.
“With three-quarters of video views happening outside of YouTube, it’s more important than ever to reach audiences where they are watching and sharing videos,” said Richard Kosinski, president of Unruly US, in a statement. “And now with Unruly and Nielsen Online Campaign Ratings, advertisers can be assured that their social video ads were not just viewed, but were also seen by their desired audience within Nielsen’s dataset.”