Proposed metric measures reach and frequency of an online video ad, replacing household views with unique views.
Hoping to speed the transition of ad dollars from TV to online video, media agency Mindshare and video ad network YuMe are partnering to introduce a new metric that will make it easier to compare audience between the two media.
The new metric is called iGRP, or Internet gross rating point, which plays off the classic TV metric, the gross rating point. Essentially, iGRP measures the reach and frequency of an online video ad, replacing household views with unique views.
"If I'm watching a TV show at 8PM on Tuesday, I can know pretty much how many people will at least turn that show on," said Jayant Kadambi, YuMe cofounder & president. "But in the Internet world, shows aren't watched all at the same time; people watch them when they want. So we just have to find an equivalent way to calculate how many people are watching it -- the reach -- and the number of times they watch it -- the frequency."
YuMe claims it can arrive at such a number by calculating how many people watch a video on its 500 network sites over the course of a month compared with the number of people online in general. The resulting number allows advertisers to make an apples-to-apples comparison with their TV buys, it says.
"That's the beauty of the size and breadth of our ad network," Kadambi said. "We organize our ad networks the same way TV networks do. We have 20 or 30 different channels -- sports channels, women's channels, etc. -- and we know how many people watch them over a typical month. It's no different than the TV business."
What is different, of course, is the depth of metrics available to online advertisers that TV can't offer, such as interactivity and click-throughs. Kadambi said YuMe was mindful of that, and was not looking to reduce all online video measurement to the iGRP.
"Let's not constrain the measurement of GRP on the Internet just to become as it is in TV," he said. "The Internet world is much richer in terms of measurement, so we'll offer this as a base level but also say, 'look, you're also getting these numbers.'"
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT