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Mindshare and YuMe Link to Launch Video Metric
In the US, video ad platform YuMe has partnered with WPP-owned media and marketing services agency Mindshare to develop an online audience measurement metric to help advertisers compare video and TV ad campaigns.
YuMe will calculate iGRPs (Internet Gross Rating Points) for each of its network channels on a monthly basis and make them comparable to television GRP by using total population and/or household numbers.
The partners will then conduct experiments on variables that include targeting, video ad format, ad duration and video content type. These future studies will enhance the iGRP calculation and help advertisers understand the reach and frequency of their campaigns.
'Working with YuMe to develop a metric that more closely matches the same metric we use in buying television is critical to compare, contrast and analyze online video,' explained Bethany Mach, SVP Director of Digital Media Investment and Partnerships for Mindshare. 'We need a standard approach we can all apply to measure audience and reach across any screen.'
YuMe's platform powers the serving and management of video ads for more than 500 sites representing over a half billion streams every month. The firm enables advertisers to buy online video at a national scale while taking advantage of YuMe's targeting and optimization capabilities.
'We've taken an important step in beginning to understand online ratings measurements by introducing an online video GRP metric that we hope the industry will standardize around,' stated Jayant Kadambi, co-founder and President of YuMe.
Web sites: www.yume.com and www.mindshareworld.com .
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