As the digital content NewFronts approach, AOL will offer marketers guaranteed audience delivery for online video ad campaigns bought across its properties. This is the first time that online GRPs – based on audience demos, rather than clicks or impressions – are being used as the basis for advertiser guarantees on the web.
AOL will host clients at its Digital Content NewFront presentation 4/24 in NYC and will premier video opportunities on sale to marketers and advertisers. As one of the largest online video platforms with original programs including Sessions, Heidi Klum on AOL, Moviefone’s Unscripted and The Engadget Show, it breadth and volume across audiences including women, teens & young adults and influencers.
To do this, AOL will use Nielsen Online Campaign RatingsTM reach, frequency and gross rating point (GRP) measurement to determine how well it delivered ads to the desired target audience. AOL is the first major publisher to use a TV-based guarantee model for its online video inventory.
“As marketers and advertisers increasingly shift dollars from traditional television advertising to the Web, partnering with Nielsen puts AOL in a unique position to offer a more cost effective mechanism for reaching targeted audiences and a better or equal brand lift, reach and recall,” said Ran Harnevo, SVP/AOL Video.
“With online video increasingly playing a role in traditional TV Upfront buying and selling, consistent cross-platform metrics are becoming more and more critical to proving the true value of advertising on a site, in terms that are familiar to brand marketers,” said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. “This is the first time that online GRPs – based on audience demographics, rather than clicks or impressions – are being used as the basis for advertiser guarantees on the Web.”
Nielsen Online Campaign Ratings launched 8/11 providing the first-ever Media Rating Council (MRC)-accredited GRP for online advertising campaigns of any size with metrics similar to those used for TV advertising, enabling cross-media planning and analysis.