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Web Video Eyes TV Ad Dollars, Goes Ga-Ga For Upfronts

Discussion in 'Off-Topic Discussion' started by CatfishRivers, Apr 16, 2012.

  1. CatfishRivers

    CatfishRivers Well-Known Member

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    Web video eyes TV ad dollars, goes ga-ga for upfronts | Internet & Media - CNET News (click for full article)

    "Google and AOL are going upfront-happy to sell their online video inventory in a move that emulates common practices by television networks. In a practice known as the upfronts, television networks sell shows and ad space for the season ahead. The upfronts are a handy way to sell ad inventory in advance and garner predictable revenue streams.


    Now Web video players are getting into the act.


    Last week, Google executives noted that YouTube would be holding upfronts in May. And now AOL is getting into the act.
    Just today, AOL said that it will offer "guaranteed audience delivery for online video advertising campaigns bought across its properties." These video guarantees will use Nielsen data to sell based on reach, frequency and demographics. "
     
    Last edited: Apr 16, 2012
  2. CatfishRivers

    CatfishRivers Well-Known Member

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    Google Chases TV Ad Dollars Using GRPs - Peter Kafka - Media - AllThingsD (click for full article)

    " Google sells a lot of advertising - about $38 billion a year. But the TV guys sell even more - more than $190 billion a year.

    Hence Google's new pitch to advertisers: Think of us like TV! Buy us like TV!

    Which means Google is going to start using an old-media metric called gross rating points, or GRPs, to sell display ads and video ads. "
     
  3. CatfishRivers

    CatfishRivers Well-Known Member

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    Google Creates TV-Like Measurement Metric | Special: Digital Conference - Advertising Age (click for full article)

    "One of the threads of logic in digital marketing is that online brand advertising will spike when advertisers and agencies can measure their online buys like they do TV buys through the digital equivalent of gross rating points -- TV's reach-and-frequency metric. In the past year, we've seen Nielsen bring TV-style ratings to the web and ComScore create a metric, the vGRP.


    On Wednesday, digital-advertising goliath Google will announce that it's entering the fray with a metric called Active GRP. It's also introducing Active View, its own take on the "viewable impression."


    "The objective is [to] make it easier for more and more brand dollars to come online," said Neal Mohan, Google's VP-display advertising. "One of the biggest opportunities to crack the nut as it relates to brand advertising is in the area of measurement."


    Unlike digital-media companies, such as AOL, that are partnering with measurement firms to provide advertisers with metrics, Google is going solo an extent, creating its own methodology for an online GRP based on a mix of aggregated panel data and anonymized user data.


    Mr. Mohan was diplomatic when asked why Google chose to forge its own path. "From our perspective, the more efforts there are, the better it is for the overall industry," he said.


    Google said it is running a pilot with its DoubleClick for Advertisers customers. It will start with the traditional demographic segments, age and gender, with plans to introduce others over time. It's submitting the methodology used for Active GRP to the Media Rating Council for accreditation.


    Active View will use the Interactive Advertising Bureau definition of "viewable": that at least 50% of an ad is viewable on the screen for at least one second. In theory, this means that advertisers can choose to pay only for ads that online viewers have the opportunity to see. Active View will initially be available only on the Google Display Network but will eventually roll out to DoubleClick so that advertisers can use it on all buys. Google said it will work with the IAB to standardize the approach. "
     
    Last edited: Apr 18, 2012
  4. CatfishRivers

    CatfishRivers Well-Known Member

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    Google AdWords for Video Launches with Improved Targeting on YouTube - Search Engine Watch (#SEW) (click for full article)

    "What does the new Google privacy policy, YouTube and Trueview metrics all have in common? They form the foundation of Google's latest AdWords platform change which brings video advertising out of the realm of huge budgets and TV ad campaigns and into the hands of small to medium sized businesses all over the world.


    Google aims to bring the analytical power of paid search advertising to video content and use the same type of bidding model to make video advertising available, affordable and measurable for everybody. The most significant change for experienced video advertisers is that campaigns will now be able to demographically target 10x more users on YouTube.


    Just like paid search, where you only pay per-click to your website regardless of how many times your ad is show, with AdWords for video you only pay per-view of your video ad. What is more, with TrueView pricing you only pay every time a user watches your entire video ad. Should a user skip your video ad (by pressing the skip button) in the first 30 seconds or before the end of your video ad, you will not be charged. If your ad runs over 30 seconds, you will be charged a cost-per-view at the 30 second mark. "
     

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