ABC Pitches Streaming And Audience Measurement Plans To Ad Buyers
UPDATE, 3:00 PM: ABC has released some additional info about its role in the trial to expand Nielsen Online Campaign Ratings to mobile devices. The pilot will run through the summer, and the network says the data will enable ABC to determine “audience demographics and understand the reach and frequency of online campaigns across ABC content on the web and in mobile apps.” ABC Sales President Geri Wang calls it “a significant next step in allowing us to help advertisers see the whole picture and make our ABC Unified offering even more compelling.” Nielsen will measure exposure to video and display ads for apps that run in Apple’s iOS and Google’s Android.
PREVIOUS, 2:06 PM: ABC execs used their upfront presentation today to offer their version of the we-love-technology theme that we heard yesterday from NBC and Fox: In this case, the network is touting the planned WATCH ABC streaming service, and a new initiative with Nielsen to measure viewing on mobile apps. The Disney-owned network offers “a complete video solution” that combines the “scale of linear TV with the power of our on-demand audience,”
ABC Television Network President of Sales and Marketing Geri Wang told advertisers. Disney/ABC Television Group President Anne Sweeney confirmed details about WATCH ABC that were out this weekend: It will begin on the ABC-owned stations in New York and Philadelphia before hitting other network-owned outlets by the start of the fall season. Hearst-owned ABC stations also will offer programming via the app. Although creating an app that respects broadcasters’ and advertisers’ rights was “a logistical and technological challenge,” she adds that it “was well worth the effort.” Wang also talked up the ABC Unified sales effort introduced this time last year, which enables buyers to place messages on traditional linear TV as well as digital platforms. “Last year you invested in a concept,” she said — and now ABC says it has proof that it works, increasing reach to young viewers. As a result, “ABC offers more value than ever” with “premium demographics [that] translate into purchasing power.”
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