By Sahil Patel
Digital publisher Evolve Media has integrated its video tech with Nielsen’s Online Campaign Ratings measurement tool. With the deal, advertisers who buy “native video campaigns” via SpringBoard Video, Evolve’s proprietary video/ad platform, will have access to OCR reporting on audience demographics.
Evolve Media says this is the first time a digital publisher has plugged into OCR for native video, which is what you call a branded video that seeks to function more as a piece of content rather than a standard ad.
Up until now, SpringBoard Video’s dashboard provided data on metrics like paid versus earned views, social sharing, engagement, mobile views, and geographical information. With OCR, advertisers will now have access to audience data throughout the campaign cycle.
Evolve Media says OCR will also be plugged into its other video ad products, including a 3D video ad tool as well as an in-banner social video player.
OCR data will be available for all campaigns transacted by Evolve Media, including its enthusiast publishing networks CraveOnline Media and TotallyHer Media. Use of OCR reporting will extend to Evolve Media’s international offices in Canada, the UK, and Australia.