As online video viewership grows and more and more people get their fix of video entertainment on the web, advertisers are looking for new and improved ways to measure their online video advertising success. Just as online video is becoming more like TV, online video ad metrics just got a whole lot closer to TV ad metrics. Nielsen and Tremor video have partnered up to bring Nielsen Online Campaign Ratings gross rating point (GRP) data to Tremor’s VideoHub for Advertisers.
Nielsen and Tremor’s partnership brings the standard TV advertising GRP metric to online video performance for the first time. This should be incredibly helpful to advertisers that are just beginning to see the benefits of online video advertising, to be used as a basis for comparison.
Steve Hasker, President of Media Products and Advertiser Solutions for Nielsen says, “Marketers want to cleanly compare the reach of online video media to other media—principally TV. Nielsen Online Campaign Ratings provides a standard GRP across platforms, so that online can be measured the same way we measure GRP’s on TV.”
For those of you that aren’t familiar with gross rating point, Wikipedia defines it as follows. “Gross rating point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign.”
GRP’s will allow advertisers using VideoHub to see which demographic audiences their campaigns are reaching and how these audience are responding to their campaigns. They will also be able to identify the key signals driving performance metrics like brand lift and engagement.
Kelly McEttrick, Director of Platform Strategy for VideoHub says, “Debate over whether the GRP is good or bad for the digital space has gone on for years, but those days are coming to an end. Advertisers can now look at their demographic reach, and then evaluate how their campaign performed within each audience segment. A single view into gross reach and effective reach is the kind of insight advertisers have only dreamed of until today.”
Many advertisers are asking themselves what online video is worth. Being able to compare their online video ratings to their TV ratings could be priceless in nurturing the growth of online video advertising.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.