Pact brings TV-style GRPs to online ads

Nielsen announced its first deal Wednesday to bring TV-style measurement to online video.

A pact with Tremor Video, a widely used ad platform, will apply gross ratings points to online video. Nielsen Online Campaign Ratings, which combines measurement data from TV and online panels, would be available for Tremor clients through Videohub, the company’s analytics console.

The offering provides simplified metrics for gauging how many people saw an ad across platforms, how well it performed with various demographics and the impact on the brand being advertised.

“Marketers want to cleanly compare the reach of online video media to other media – principally TV,” said Steve Hasker, president, media products and advertiser solutions at Nielsen. “Nielsen Online Campaign Ratings provides a standard GRP across platforms, so that online can be measured the same way we measure GRPs on TV.”

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