Home  › Media › Video

AOL Adopts Nielsen GRP for Video Ads

  |  April 16, 2012   |  Comments

AOL advertisers will only pay for percentage of target audience actually hit.

AOL will use Nielsen's Online Campaign Ratings product to guarantee audiences for digital video campaigns running across its properties. The announcement comes ahead of AOL's participation in the Digital Content NewFronts, held this week and next in New York.

Charles Gabriel, VP of sales for AOL Video, told ClickZ, "TV buyers are now starting to look at the biggest outlets, like us, as channels - just as they would look at a channel on TV. Some agencies will make the move to where television buyers buy all video no matter what screen it's viewed on. Others will have separate buyers for broadcast and digital. But we need a common currency across both."

AOL will use Nielsen's Online Campaign Ratings product to determine reach, frequency and gross rating point (GRP) measurements to determine how well it delivered ads to the desired target audience within its online video inventory. The services is part of the Nielsen Campaign Ratings suite that also includes tools for cross-platform campaign ratings.

Video ad networks TubeMogul and Tremor Video’s VideoHub have also recently made the Nielsen measurement service to their advertisers. Still, online GRPs remain somewhat controversial, in part because there is no universal standard the way there is for TV GRPs.

While digital media companies have always touted their measurability, Gabriel said that, especially with regard to video demographic and audience targeting, there were lots of different tools but no true verification or validation.

"Most agencies buying significant television advertising are looking for a common currency and thread throughout all screens. Nielsen is the de facto standard for television. Because they are the standard, it makes sense that, as these markets come closer together, they would cross all screens with the way they measure their audience," Gabriel said.

AOL's audience guarantee means that advertisers will only pay for the percentage of its target audience that was actually hit. Nielsen will validate and verify that percentage. This guarantee comes at a premium cost that is still to be determined, according to Gabriel, but it will likely range from 20 to 50 percent, depending on the size of the segment. Smaller audience segments would carry a higher premium because they're harder to reach.

Tags:

ClickZ Live Chicago 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!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

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.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...