Nielsen’s Amit Seth: ‘OCR’ is Going Global

By on 09/09/2013 8:23 PM @robertandrews

SAN FRANCISCO — It’s exactly two years since Nielsen attempted to bring TV-style audience measurement to online video for advertisers, through its Online Campaign Ratings (OCR) metric.

Twenty-four months on, the metric is “Well under way to being the standard,” says Nielsen’s global media products EVP Amit Seth in this interview.

“This last upfront season, we saw many entities out there using OCR as a mechanism of offering guarantees, as they would on TV, for video,” Seth tells Beet.TV in this video interview.

Following US launch, Nielsen has bowed the OCR metric, which sees advertisers given Gross Rating Point (GRP) data to measure campaign reach, in the UK and Australia.

“We are on course to launch in a few markets as we speak,” Seth reveals. “You will see us attack every major advertising market, especially that market that has TV in a leadership position for advertising.” And Seth says OCR has “literally changed the landscape”.

Watch the full video for more with Amit Seth. Horizon Media recently told Beet.TV how quickly OCR has become a big part of its ad sales business.

We interviewed him last week in San Francisco where he attended our Beet.TV networking event.

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