New York—Media measurement company Nielsen Co. and broadcasting company ABC are partnering to measure the effectiveness of mobile app campaigns.

Nielsen's Online Campaign Ratings tool currently measures digital advertising only on computer and tablet browsers. In a pilot program, ABC will use Nielsen tools to measure the reach and engagement frequency of campaigns within ABC mobile apps and Web content.

Nielsen continues to build out its mobile measurement processes. In March the company augmented its Brand Effect sentiment analysis tool to measure engagement with mobile app ads as well as ads on TVs and computers.

PRINTED FROM: http://mediabusinessonline.com/apps/pbcs.dll/article?AID=/20130515/MANAGEMENT10/305159998&template=printart