Archive for April, 2009
Video + Metrics = Winning Mindshare
It seems that every day now, someone is conducting a study (remind me to get into the research/study/consulting business next time) to state the obvious. And I assume they are getting paid. So, today, we find that that SoDA (Society of Digital Agencies) says, and hold on to your hats here, “Marketers Moving to Digital Media”. You can read it here http://www.emarketer.com/Article.aspx?R=1007064.
So, according to this data, digital marketing agencies are increasing spending over 74%. If I’m reading this correctly, that’s just in Q1. Metrics and Video seem to be chic at the moment. I have a feeling, it’s not just a fad.
- Jayant Kadambi
Adverts on Adverts on Adverts
OK, I’m not one to take too many potshots, but I will take a little one. YouTube was able to convince the venerable Advertising Age into writing …. and I quote, “More important, …. , YouTube is selling ads against more videos than its nearest competitor has total views.” The article can be found here.
Hmm. If you’re going to make a statement like that, then you should be up for some criticism. Take a look at the following on YouTube http://www.youtube.com/watch?v=UTuk5Uloyjg to see my problem. Take a Nike ad, and run a banner next to it, coupled with an overlay on top. I guess that counts. This is why people hate ads.
Also, does YouTube count the banner ad next to the video content into the “selling more ads” statement?
- Jayant Kadambi
Mindshare & YuMe Partner for Launch of Internet GRP Metric
Today we are excited to announce our partnership with Mindshare for the launch of an Internet GRP (iGRP) audience measurement metric for video ad campaigns. YuMe will now provide advertisers and agencies a slightly different online measure of reach and frequency, so that advertisers have a means to compare their online video media buy with their television advertising buy. We’ve heard from advertisers regularly and consistently that in addition to the standard measurement techniques that include video impressions, clicks, unique viewers of the ad, etc. across a campaign, it would be useful to provide some sort of Gross Ratings Point or GRP measurement as well.
The rationale goes that an online video GRP calculation that is comparable to the television GRP calculations that have been used for years will help media buyers and planners place larger buys online because they will have an idea about the relative gross impact of one medium or vehicle versus the other.
Also, we hope, it will facilitate access to more data and metrics about the nascent online video advertising business. And we pride ourselves on continuing to provide more and more analytics and metrics to our advertisers.
It does seem the obvious question to ask when advertising on TV content online is how does this compare to the reach and frequency results of my ad on TV content offline. Given that TV GRPs are measured based on US households watching a particular TV show for an hour and they receive millions of viewers, and online GRPs will have trouble measuring households, the comparison is not like comparing a Fuji apple (my favourite) to a Macintosh apple, it’s more like comparing an apple to a kumquat. But nevertheless, we feel it’s useful to start the dialogue regarding a standardised GRP reporting mechanism and provide that information to advertisers. And even though the online universe remains smaller, sometimes by far, than TV, the more (useful) metrics the better, we feel. Take a look at our whitepaper on calculating an online video GRP. We welcome the feedback…
Jayant Kadambi
