Commentary

does online video need a standard for GRPs?

Yes, is the answer from the OMMA Video panel on metrics Friday afternoon. There was definitely a consensus that there needs to be one standard for audience measurement for online video to attract more ad dollars and scale the medium up. They also expressed dissatisfaction with the current situation in which there are dozens of different standards, "because when there are 20 standards, there's no standard." As for getting there, it will take some doing: suggestions from panelists included the IAB getting involved. Until then, however, media agencies may simply have to forge ahead by themselves; that's what Talia Skaletzky, director of online video practice for Initiative, said her company was doing. Maybe these kinds of proprietary standards will provide a basis for the final industry-wide synthesis further down the road.
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