Real-time bidding for online video ads is a market that's about to blow up, but it’s not easy tearing away brands from their cherished TV metrics in favor of impressions and clicks. A key step on that path came last September when the Media Rating Council accredited Nielsen’s Online Campaign Ratings, which measure overnight audience reach, frequency and gross ratings points (GRPs) for online display and video ads.
Now TubeMogul is bringing Online Campaign Ratings to its RTB video ad platform. The agreement between TubeMogul and Nielsen means advertisers and agency trading desks can cross-reference GRPs for audience age and gender demographics with impressions and clicks to get a fuller sense of a campaign’s performance.
“GRPs change the calculus by letting us allocate budgets purely based on where viewers are and make apples-to-apples comparisons with television,” said Mark Wagman, product manager at Omnicom's digital media trading desk Accuen, in a statement.
TubeMogul CEO and cofounder Brett Wilson said the closer comparisons between online video and TV should facilitate the shift of money from TV to digital “because people know what they’re getting.”
However, while TubeMogul is able to relay metrics like impressions and clicks in real time, Nielsen’s GRP numbers are only available daily, as with their broadcast GRP metrics. Also TubeMogul’s advertisers will have to log in to the Nielsen dashboard separately to view GRP numbers alongside metrics on TubeMogul's platform.
“We aspire to work with Nielsen to make it more real-time than it is, but it’s a whole lot better than anything that’s available right now where you’re not really sure if you reach the audience you think you did and furthermore you’re not sure how your digital buy compares with your TV buy,” said Wilson.