We all knew this would have to happen sooner or later. With online video revenue tripling this year, and YouTube looking to jump from hundreds of thousands of advertisers to millions, online video advertising is about to hit a mesmerizing level. Now, advertisers who were once shy about delivering ads to online video are interested, don't want to be left out in the cold, but still need the information that they prize: who is my ad going to, and how many people are watching it? Nielsen, along with ad network Tremor Video, are going to start providing ratings for online video just like you see for TV.
Nielsen's Involvement A Huge Step Towards Online Video Revenue Reaching The Skies
Through Nielsen, customers of VideoHub, a division of Tremor Video, will be able to see how their ad campaigns are faring. According to this article by Digiday, Steve Hasker, Nielsen's president of media products and advertiser solutions, say they have come up with a system that is ridiculously accurate. This is an interesting passage:
Hasker explained that for any advertisers using the campaign-ratings product, which received accreditation from the Media Rating Council in September, they'll be able to garner reach data for any campaign large or small. "It's like a daily TV rating," he said. "We measure every single impression. It's not an estimate or extrapolation." That's because, in Hasker's opinion, the data comes from Nielsen's robust TV and PC panel, along with Facebook. "It is unerringly accurate," he added.
In other words, advertisers are going to be able to see ratings for an online video much like they would for NCIS or Two and a Half Men. They'll know how many people are watching it, and whether people are responding to their ads in a positive or negative way.
I can't tell you how huge this is. Nielsen is a well-respected metrics-measuring company, Tremor Video is the largest independent online video technology company, with a technology that guarantees 100% brand safety. With those two in the mix, advertisers now don't have to fret whether those views, impressions, are "real" or not. They'll have the data to back it up. Their involvement means more advertisers will be willing to make the jump, knowing that they'll be targeting the right demographics and how big their reach will be.
Online video advertising has another thing going for it now: solid footing. I said before, I think the estimates of $7 billion in online ad revenue for 2015 might be under-shooting the number, especially as the medium is being considered more and more legitimate.