Michelle Clancy | 11-02-2013
Videology, a digital advertising platform provider, is to offer a predictive targeting solution that enables advertisers to reach their intended audience as measured by Nielsen Online Campaign Ratings.
Nielsen uses privacy-protected data from Facebook's roughly 160 million US users to deliver age and gender demos and generate gross ratings points.
While advertisers' interest in using digital ratings for online video campaigns is growing, the industry has been challenged with a quandary: how to target consumers based on myriad data sources derived from cookies or other third-party sources, then measure campaign performance based on age/gender criteria from a different source, such as Nielsen's Online Campaign Ratings.
"Digital ratings offer an important tool for advertisers who need to look at campaign performance holistically across television and online video," said Scott Ferber, chairman and CEO of Videology. "To date, however, there was an inherent challenge for advertisers who wanted to use the full range of data now available to enhance their targeting on the front end, yet chose to use a GRP approach to validate on the backend. In other words, it's not ideal to target based on one set of data, and measure performance on a different set of data. "
According to Videology, more than 40% of campaigns now request digital rating verification, with the number from the third to fourth quarter of last year rising approximately 50%. Cross-screen ratings allow advertisers to control for a number of factors, including cross-device reach and frequency allocation.
"Because of the large number of advertisers interested in incorporating digital ratings into their campaigns, we needed to facilitate their use by better defining the relationship between data inputs and media outputs," added Ferber. "Working with Nielsen, we were able to do just that."
Videology said that it has metrics to show success via early case study testing. That showed that Videology's new tool produced a 336% lift against the targeted demo when measured by Nielsen's Online Campaign Ratings, compared to an average 116% lift achieved using high composition/scalable site targeting, it said.
"Television and digital video, while complementary, are not identical media," said Andrew Feigenson, senior vice president of ad platforms and networks at Nielsen. "That's why we continually listen to and work with our clients to ensure that we're best serving the needs of our clients across the ecosystem. Companies like Videology, who are on the frontlines each day with a diverse base of multimedia 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."
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