Videology—a leading video advertising platform provider for advertisers, agencies and publishers—has developed a predictive precision marketing product to improve advertisers’ ability to reach their intended audience as measured by Nielsen Online Campaign Ratings, which Nielsen officially announced in Canada today.
Advertisers’ interest in using digital ratings is escalating, as convergence between television and digital video continues to grow. Despite this, there remains a challenge. Marketers often target consumers based on data derived from cookies or other third-party sources as typical in digital advertising. Then, however, if using digital ratings, they must measure campaign performance based on age/gender criteria from a different source, such as Nielsen 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. “There is an incongruity, however, for advertisers who want to use the full range of data available to enhance their targeting on the front end, and also 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. It’s more difficult to control outcomes.”
Videology’s predictive targeting product is designed to help advertisers and publishers improve in demo delivery. Testing in the U.S. market, where the product has been available since January, showed that Videology’s tool produces as much as a 4x lift in delivering the intended demo when measured by Nielsen Online Campaign Ratings. This is compared to 1x lift achieved by using high composition site targeting. Videology’s optimization product helps identify and deliver impressions on the front end in the same way that Nielsen classifies them on the backend, helping to eliminate wasted impressions that do not contribute to the agreed upon buying parameters.
“Advertisers in Canada are eager to incorporate online ratings verification into their plans, as cross-screen usage in this market is particularly high,” said Ryan Ladisa, VP Sales, Videology Canada.
“The simultaneous launch of our new capability and Nielsen Online Campaign Ratings means that advertisers using our product can more effectively incorporate digital video into their overall screen strategy immediately, with no downtime and no learning curve. We expect the tool to become one of our most utilized platform features.”
Videology estimates that approximately 25% of media plans created within their platform now include an online ratings component in the U.S., where Nielsen introduced Nielsen Online Campaign Ratings in August 2012. Cross-screen ratings allow advertisers to control for a number of factors, including cross-device reach and frequency allocation.
Videology (videologygroup.com) is an enterprise technology company for advertising and media companies. Its video platform allows brands, agencies and media companies to plan, serve, manage, and monitor video ad campaigns using features and specifications typical to TV, while taking advantage of the advanced targeting, optimization, and efficiencies of digital media. Videology’s technology transforms the TV and digital experience so that a different ad—the right ad—will be shown to the desired consumer.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America. For more information, contact Michele Skettino at Michele@videologygroup.com or 212-231-7853.