As TV and video continue to come together, the glaring void in completing the loop is unified metrics. Two-thirds (64%) of agencies and brands surveyed in the State of the Video Industry Report, feel it’s of key importance to the growth of our industry. Another signal that demand for “TVideo” metrics is growing?
The use of GRPs and TRPs as a measure for online video success has increased 15% from November 2011. Just six months ago they were barely a blip on video advertisers’ radar, but the emergence of tools like Nielsen’s Online Campaign Ratings and comScore’s Campaign Essentials has bolstered their presence online.