Evolve Media LLC will begin offering Nielsen Online Campaign Ratings data on the native advertising it runs for clients, making it the first publisher to integrate OCR analytics for the rapidly growing ad type.
The info will become a part of its in-house platform SpringBoard Video dashboard.
Native is not a huge part Evolve’s business, yet, says Fabien Ricard, vice president of operations for SpringBoard.
But he acknowledged, the OCR tie-in gives Evolve a slight leg up and puts it ahead of the rating and data integration.
“Our ultimate goal is to have nothing to hide. Where, before, an advertiser would assume a certain kind of demographic, females let’s say, because it was female oriented site, now we can tell them what percentage of that audience were men," he said.
"To be completely honest, we are not a major threat in this space. We are mainly a publisher, but we know how to drive people to our sites and we have a lot of conversations about native. Our goal is to be a step ahead on it. We’ve always had the what, where and why. Now we can add the ‘who.’”
Evolve works under two publishing brands, publishing “enthusiast” sites with 95 million monthly uniques, for CraveOnlineMedia (aimed at men) and TotallyHerMedia for women.
On each, Ricard supposes there are member of each sex who are, perhaps surprisingly, consuming advertising primarily meant for one or the other. Those sites include TheFashionSpot, Momtastic,MyAnimeList,ComingSoon and Reality Tea, and OCR ought to be able to capture those viewers in native ads there.
Reality Tea is a prime place Ricard supposes the audience composition for some ads may be different than assumed. It’s aimed at women but Reality Tea has an interesting fan base and he notes, one third to one half of its users are accessing the site while watching a reality show on TV.“So that whole TV co-viewing experience? That site is absolutely massive in that space. It will become very valuable as more people begin tapping into that dual-screen experience, “ he said.