Videology Brings in Nielsen Online Ratings

Digital ad tech firm Videology is to integrate Nielsen's Online Campaign Ratings into a predictive targeting solution for advertisers.

Advertiser demand for digital ratings for online video campaigns is growing fast, but until now targeting has needed to be based on one source of consumer data and measurement of campaign performance on another, says Videology Chairman and CEO Scott Ferber.

Nielsen's service was launched in the US a year ago and in the UK in October - a rollout in Canada and Australia is expected early this year. The service uses privacy-protected data from Facebook users to deliver age and gender demos and generate GRPs (Gross Ratings Points - comparable with TV ratings), then delivers overnight, making it ideal for the purpose, says Ferber. He adds: 'Digital ratings offer an important tool for advertisers who need to look at campaign performance holistically across television and online video'.

Videology says the new optimization solution works across online and mobile devices, and several advertisers have already committed to campaigns utilizing this new offering in Q1 2013. The company plans an international roll out of the product as Nielsen Online Campaign Ratings become available.

Andrew Feigenson, Nielsen SVP Ad Platforms & Networks, comments: 'Companies like Videology, who are on the frontlines each day with a diverse base of multi-media advertisers, are making exciting progress in distilling a very complex ecosystem for their clients, and we're pleased that the insights delivered by Nielsen Online Campaign Ratings are the bedrock of these innovations.'

Videology is privately held and headquartered in Baltimore, MD, with offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore and Sydney

Web sites: www.nielsen.com and www.videologygroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.