Tubular Labs is aiming to help bring standardization to video measurement by providing gross ratings points (GRPs) viewership measurement for non-perishable videos on YouTube and Facebook channels.
Advertisers have long struggled with comparing results due to the many methods and “view” definitions used by platforms.
Tubular claims the new system offers unprecedented transparency and predictability for social video viewership on specific channels and helps advertisers plan and measure the viewership for content against target audiences and compare the performance of channels across platforms to optimize investments.
The GRPs have been added to Tubular Audience Ratings, which measure deduplicated audience reach and demography for channels across social video platforms.
The new ratings — modelled on adopted viewership ratings in the U.S., U.K., Brazil, France, Germany and Mexico — use viewing sessions of at least 30 seconds.
“It is no secret that there is tension in the market around failing measurement currencies, preventing marketers from truly tapping into social video measurement and informed ad targeting,” observes Stephen DiMarco, chief strategy officer, Tubular. “Time spent consuming social video has skyrocketed and is fueling the demand for a new standard for evaluating audiences and optimizing investments in social video.”
GRPs are now available for most video publishers with a minimum base of 1 million views per month on Facebook or YouTube.
The Tubular dashboard delivering the GRPs allows comparisons against all publishers and monitoring expected delivery against a target demo to evaluate media partners for cross-platform social video advertising or branded content, according to Tubular.
Tubular cites the example of the National Football League (NFL), which was ranked the 25th-largest media and entertainment channel in September, with 22.7 million unique U.S. viewers, but ranked eighth, with a GRP of 48.2, indicating that its audience watches more frequently than competitive channels.
Another example: “Sesame Street” ranks 36th by U.S. unique viewers (18.8 million), but thirteen overall using GRPs (measured at 33.9).
Tubular has also worked for social video metrics standardization in partnership with the Global Video Measurement Alliance (GVMA), comprising agencies and media companies including BuzzFeed, ViacomCBS, Digitas and Group Nine Media.