So with online video ad spending on track to increase spending by 50% this year, measurement services and web publishers are aiming to refine their tools to help that group along. Nielsen just rolled out ratings points for online programming, effectively rolling up online impressions into the GRP measurement. Now, that's how TV ads are sold, by GRP, so this could give media buyers and big agencies the common currency and language they want, in order to spend more money in online video.
Nielsen also folds Facebook data into the Internet measurement mix to provide demographic info to advertisers–demographic info, of course, important on TV. And web publishers and platforms such as Blip, which delivers 330 million video views each month, are also refining their ad strategies. Blip has found that as viewers watch more episodes of a web show, their tolerance for ads rises and loyal fans usually have a 100% completion rate for viewing pre-rolls.
At the recent BeetTV leadership webcast, Blip CEO Mike Hudack said this about a new ad strategy:
"We're looking at products for new viewers, for example, that may be, like, a 5-second bumper saying 'this episode and the next three episodes of this show are brought to you commercial free by this advertiser."
So if you can build a loyal audience, they'll watch your sponsors.