Revisiting AOL's TV-Style Guarantees

A month after the fact, what do industry insiders think of AOL’s decision to offer TV-style guarantees on audience delivery for its video ads?

It was “a step in the right direction,” said Chris Whitman, Integrated Investments Manager at Universal McCann/J3. It’s “a way to do a reach buy,” he acknowledged on an afternoon panel at OMMA Video.

Sure, it’s “ultimately about connecting audiences,” said Steve Kerho, SVP of Analytics, Media & Marketing Optimization at Organic. “If it moves more money into the business, then we’re open to it,” added Kenneth Lagana, Senior Vice President of Entertainment and Lifestyle at CBS Interactive.

Employing a fledgling Nielsen ratings stream, the AOL deals will be based on GRPs with audience demographics, not simply clicks or impressions.

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