Adap.tv has launched a new tool to help advertisers measure the effectiveness of online video advertising in a comparable way to TV metrics.
The company is using Nielsen Online Campaign Ratings to provide advertisers with a comparable gross ratings points metric - the traditional means used for TV broadcast audiences - for TV and online video advertising and is one of the first platforms in the UK to do so. The Nielsen service launched in the UK in October last year, offering a "robust, scalable TV-comparable GRP", Adap.tv said in a statement.
The new system is an attempt to tackle the problem of measuring the effectiveness of online video advertising and will enable advertisers to assess campaigns on a like-for-like basis and target budgets across multiple channels more specifically.
"GRPs, a measure of how many people see an as and how often, are the primary metric used for buying and selling for many advertisers," said Andrew Bradford, VP client consulting, media, at Nielsen. "Using the same measurement for online video ads makes it straightforward for TV buyers to relate online to TV, with which they are already familiar.
"This should encourage more fluid, multi-platform spending by ensuring a clear sight of whether advertisers' campaigns are reaching the right audience."
Research carried out by Adap.tv showed 50 per cent of agencies cited the lack of quality inventory as the biggest barrier to TV budgets moving online.
Brian Fitzpatrick, managing director of Adap.tv Europe, added: "The key to driving widespread adoption of online video is to ensure that digital can speak a language to which TV buyers can relate. Addressing the challenges of measurement, quality and price is therefore an ongoing mission for Adap.tv.
"Resolving these issues will help TV buyers to benefit from the advantages offered by online video advertising as increasing numers of people watch television on computers, tablets, games consoles and smartphones."