Helps to tackle online video advertising industry issues of price, quality and measurement
Adap.tv is addressing the key online video advertising industry issues of measurement, the quality of websites on which ads appear, and the high cost of online TV inventory (see Note 1 below) to help the sector become more closely aligned with its linear TV equivalent.
The company has launched the industry’s first In-Target Audience Optimisation tool, which increases the effectiveness of online video advertising, and is using Nielsen Online Campaign Ratings to offer advertisers a comparable GRP metric for TV and online video advertising.
Unified measurement
One of the first platforms in the UK to run Nielsen Online Campaign Ratings (see Note 2 below), Adap.tv allows advertisers to buy online TV media and report on campaigns using Gross Ratings Points (GRP), the traditional TV broadcast audience measurement metric. Advertisers can now evaluate campaigns on a ‘like-for-like’ basis and make informed decisions on how to allocate budgets across multiple channels. Previously online measurement terms such as unique visitors, completion and click-through rates were the only option for digital campaigns, making it difficult to compare them to ones run on TV.
“GRPs, a measure of how many people see an ad and how often, are the ‘primary metric’ used for buying and selling for many advertisers,” explains 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.”
Quality ad placements and effective ad spend
Adap.tv’s In-Target Audience Optimisation is the industry’s first technology to provide advertisers with a layer of data that ensures that they are reaching the right audience with every ad in each campaign. Advertisers do not pay for ads that are not served to their target audience.
The tool predicts audience composition across any publisher. It enables buyers to specify their desired demographic and instantly forecast the percentage of ads that will be delivered to the target audience, the price they will need to pay (CPM), and an estimate of how often the ad will be seen by the right person. The technology then targets impressions that are expected to index high against Nielsen Online Campaign Ratings benchmarks.
“The key to driving widespread adoption of online video is to ensure that digital can speak a language to which TV buyers can relate,” says Brian Fitzpatrick, managing director of Adap.tv Europe. “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 numbers of people watch television on computers, tablets, games consoles and smartphones.”
Note 1
50% of agencies say lack of quality inventory is the biggest barrier to TV budgets moving online while 50% listed lack of quality inventory is the biggest barrier to TV budgets moving online. These were findings of Adap.tv’s recent research report ‘State of the UK Online Video Advertising Industry’. More details available on the Adap.tv website: http://info.adap.tv/EDVO_report.html
Note 2
Launched in the UK in October 2012, Nielsen Online Campaign Ratings provide the industry with a robust, scalable TV-comparable GRP.
About Adap.tv
Adap.tv is the video advertising platform of choice for the world’s largest brands, agencies, publishers and ad networks. A unified, programmatic platform that provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, Adap.tv is transforming the way video advertising is bought and sold. Named by Inc. Magazine as the fastest-growing video advertising company in the US in its “Inc 500” 2012 annual ranking on private companies, Adap.tv also earned “Fastest-Growing Private Company in Silicon Valley” honors by the editors of the Silicon Valley/ San Jose Business Journal. Headquartered in San Mateo, Calif., Adap.tv has offices in New York, Los Angeles, Chicago, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/ and follow Adap.tv on Twitter @Adaptv.
