AOL Uses Nielsen Ratings, Peels Ad Dollars From TV
AOL said it would employ a fledgling Nielsen ratings stream to offer TV-style guarantees on audience delivery for its video ads. The deals will be based on GRPs with audience demographics, not simply clicks or impressions.
Companies like AOL, YouTube and Yahoo are looking to leverage original content to peel away some ad dollars from the TV market and are set to conduct their version of an upfront market, branded as the NewFronts.
Nielsen’s Online Campaign Ratings seek to offer TV-type data within the online arena, offering buyers a chance to better compare the results of campaigns across platforms.
In the TV upfront, networks are increasingly looking to bundle on-air and online inventory. A network like CW with its younger audience is particularly active in the arena.
“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,” stated Steve Hasker, a top Nielsen executive.
AOL will hold a NewFront upfront-type event April 24 in New York. Its original content includes “Heidi Klum on AOL” and “Moviefone’s Unscripted.” Some advertisers are skeptical that a NewFront will gain much scale, since there is a perception that even while there is some premium online inventory, it is not particularly limited in availability.
Nielsen’s Online Campaign Ratings launched last August and plans call for it to be launched in the U.K. later this year.
Recent Online Media Daily Articles
-
Yahoo Search Experiments With New Look May 23, 6:30 p.m.
Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine ... -
Path Seeks Dismissal Of Wireless-Spam Case May 23, 5:07 p.m.
Mobile social network Path is asking a federal judge to dismiss a lawsuit alleging that the ... -
Amazon Appstore Goes Global May 23, 4:59 p.m.
Amazon may have been late to the app store game, but that hasn’t stopped it from ... -
Data Is Springboard For Product Development May 23, 4:44 p.m.
iProspect named Ben Wood to global president Thursday; he's tasked with growing the company's network and ... -
Vice, Twitter Partner For Mobile Show May 23, 2:14 p.m.
Simultaneously expanding its video and social strategy, Vice on Thursday unveiled #dailyvice -- a daily show ... -
MediaVest Database Charts Brand Experience, Social Media Impact May 23, 12:11 p.m.
After a year-long research effort, Publicis Groupe’s MediaVest has created a massive database designed to help ... -
Discovery Launches TestTube.com, Ups Digital Video Involvement May 23, 11:27 a.m.
Discovery Communications is looking to get into digital video platforms in a big way -- launching ... -
Network Advertising Initiative Proposes New Mobile Privacy Rules May 22, 9:03 p.m.
Moving forward with its plan to issue mobile privacy rules, the self-regulatory group Network Advertising Initiative ... -
Entertainment, Travel Bet On Mobile Banners May 22, 4:16 p.m.
Banner ads have long been the whipping boy of online advertising, and the same is now ... -
Marketers Should Tailor Specific Pitches To Tablet, Smartphone May 22, 2:51 p.m.
Don’t lump tablets in with mobile. That’s the takeaway of a new Forrester study looking at ...
Be the first to comment on "AOL Uses Nielsen Ratings, Peels Ad Dollars From TV"
Leave a Comment