For the first time, Nielsen has integrated its gross rating points (GRP) data with an online video advertising platform. VideoHub, a division of Tremor Video, and Nielsen today announced an alliance giving VideoHub customers access to Nielsen Online Campaign Ratings GRPs via VideoHub for Advertisers.
The incorporation of data from Nielsen Online Campaign Ratings into VideoHub marries the standard GRP metric used in TV advertising to online video performance for the very first time. The collaboration gives advertisers a single metric for their gross reach – the total number of people exposed to an ad, as well as effective reach – more granular insight into the quality of the ad exposure and actual performance across all screens.
With Nielsen’s online GRPs, advertisers using VideoHub now can see what demographic audiences their campaigns reach online. Then, via the VideoHub advertising platform, they can understand how those audiences responded to their campaigns and identify the key signals driving performance metrics like engagement and brand lift.
Nielsen data is now available to every advertiser running campaigns through VideoHub, whether those campaigns run on the Tremor Video network or VideoHub is being licensed outside that network.
“Debate over whether the GRP is good or bad for the digital space has gone on for years, but those days are coming to an end,” said Kelly McEttrick, director/Platform Strategy for VideoHub, in a statement.
“Marketers want to cleanly compare the reach of online video media to other media – principally TV,” said Steve Hasker, president/Media Products and Advertiser Solutions, Nielsen, in a statement. “Nielsen Online Campaign Ratings provides a standard GRP across platforms, so that online can be measured the same way we measure GRP’s on TV. We’re excited to work with Tremor to help advertisers understand the audience reach and brand engagement of online video, and we look forward to bringing the same service to VideoHub publishers in the future.”
Nielsen Online Campaign Ratings combines traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers. It is the only Internet measurement system accredited by the Media Rating Council (MRC) that provides GRPs for online advertising campaigns, enabling consistent cross-platform reach and frequency metrics.