Nielsen Adds OCR to SET Media's Velocity

Nielsen has integrated its Online Campaign Ratings service with the Velocity measurement solution of digital video specialist SET Media, allowing advertisers to forecast Gross Rating Points (GRPs) by program type and by individual video, while also delivering post-impression analytics.

The MRC-accredited Nielsen service provides overnight audience reach, frequency and GRPs for Internet display and video advertising, while Velocity pulls data from multiple partners in order to provide video-level analytics.

Through the collaboration, the firms say advertisers will be able to predict campaign performance and adjust their media plans accordingly. In addition, they will be able to see how many points they'll reach by targeting, for instance, sports content versus home and garden, before a campaign.

Andrew Feigenson (pictured), Nielsen's SVP, Digital Client Service, comments: 'As advertiser interest in digital video grows, it's becoming more important that brands understand the performance of the content they sponsor. SET is the first ad technology company analyzing, reporting and measuring ratings at the video and content category level.'

SET's Chairman and CEO Michael Mathieu says the combined service will provide digital planners with more data to optimize campaigns, and broadcast buyers with insights into digital programming.

OCR has already this year been integrated with the predictive targeting solution of digital ad tech firm Videology.

Web sites: www.set.tv and www.nielsen.com .