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.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

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

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...