![]() Many leading players are now engaged in various stages of using the platform in their campaigns, including Disney/ABC, Proctor & Gamble, Kimberly-Clark, Starcom MediaVest and GroupM. Company officials say emergence of ORC as an industry-blessed component of the metric currency means that advertisers will be able to see how many people saw their campaign in three dimensions – only on television, only online and on both – on the same interface and in the same format. Nielsen reports that early tests showed OCR could track 42 percent of impressions of a given ad, whereas its traditional panel sample online ad tracking methodology typically tracks three percent. The Nielsen system employs a patent-pending process combining traditional Nielsen TV and online panel data with aggregated, anonymous demographic information from participating online data providers to provide overnight audience reach, frequency and Gross Rating Points (GRPs) for Internet display and video advertising. It’s video from all available sources that we need to aggregate and put together as one fixed number.”Ī big step in this direction is the Media Rating Council’s accreditation of the Nielsen Online Campaign (OCR) as meeting MRC’s Minimum Standards for Media Rating Research, marking the first time the agency has accredited an Internet measurement system that provides demographic ratings for online campaigns. “It’s not video from your television, from your DVR, from your mobile phone. “Total video is unconstrained,” Brown says. “We’re trying to put out a kind of newer metric, if you will, a metric that we would call total video,” says Scott Brown, senior vice president for digital platforms at Nielsen. Meanwhile, Nielsen is pursuing a wide range of measures that could accelerate the ability of media buyers to engineer multiscreen video campaigns far more efficiently than has been possible up to now. The group is still working on test schedules for the other parameters with no word on timing for completion of the whole set of specifications. This is a slow-moving process, which has seen the outlining of goals and operating principles accomplished over the past year along with preparations for the first pilot tests, which are aimed at resolving the viewable impressions issue in time for a fourth-quarter launch. The group hopes to set parameters that will achieve five goals, namely: to specify viewable versus served impressions, which is to say, impressions actually seen on a Web page to categorize ad types to count audience (unique individual impressions) rather than gross impressions to standardize metrics in accord with their relevance to various brand goals, and to allow apples-to-apples integration of online measurements with metrics used in other media. The 3MS initiative, backed by the Interactive Advertising Bureau, the Association of National Advertisers and the American Association of Advertising Agencies, is meant to overcome the problem of inconsistent online metrics by establishing a uniform approach to online audience measurement. We spend hours fighting over the data and how much I should pay you for the data.” In contrast, she adds, when it comes to buying ads for video online “we are all going to sit there and fight about what the discount is, what does it really mean, is it really representative of the sample. “I hand you my ratings you hand me the cash.” “It’s something called a currency, and it is Nielsen,” Martin says. ![]() senior analyst Laura Martin puts it, the metrics that dominate ad purchasing in video are those tied to TV, not the Internet. “TV Everywhere is awesome measurement everywhere is mythology,” Palmer says. None of this is easy, notes advertising guru Shelley Palmer, who heads up the Advanced Media Ventures Group and hosts a variety of syndicated TV and radio shows devoted to digital culture. These include early execution on plans outlined last year by the advertising industry’s Making Measurement Make Sense (3MS) project and a fast-moving push on the part of Nielsen toward “total video” measurements that marry TV with online viewing by mixing input from traditional panel methods and data gathered by third parties. Several initiatives are coming together to raise these possibilities. Shelly Palmer, managing director, Advanced Media Ventures GroupJanu– There’s new hope the systemic gridlock that has silo’d online video and television advertising to the great detriment of premium TV Everywhere and over-the-top strategies alike will finally be broken.
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