Mindshare, YuMe Partner on Web Video Metric
NEW YORK Mindshare is attempting to improve the state of buying and measuring Web video through a new partnership with online video ad network YuMe.
The two companies have collaborated to create a metric they’re calling the Internet Gross Rating Point, or iGRP, which is meant to serve as a comparable ranking measure to the TV world’s long-standing GRP. The hope behind the new metric, said officials, is to help make it easier for brands to justify shifting dollars from TV to the Web — and also to help buyers evaluate plans that cut across media — through the calculation of a campaign’s total TV/Web video reach and frequency.
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