Kontak:
AOL: LaToya Drake, 917-606-4931, latoya.drake@teamaol.com Nielsen: Marisa Grimes, 646-654-5759, marisa.grimes@nielsen.com
NEW YORK, NY (April 16, 2012) โ AOL, Inc. [NYSE: AOL] today announced it will offer marketers guaranteed audience delivery for online video advertising campaigns bought across its properties. This is the first time that online GRPs โ based on audience demographics, rather than clicks or impressions โ are being used as the basis for advertiser guarantees on the Web.ย AOL will leverage Nielsen Online Campaign RatingsTM reach, frequency and gross rating point (GRP) measurement to determine how well it delivered ads to the desired target audience. As the digital content NewFronts approach, AOL is the first major publisher to use a TV-based guarantee model for its online video inventory. Online video ads are one of the fastest-growing formats:ย eMarketer predicted a 52% increase in online video ad spend for 2011.*
โAs marketers and advertisers increasingly shift dollars from traditional television advertising to the Web, partnering with Nielsenย puts AOL in a unique position to offer a more cost effective mechanism for reaching targeted audiences and a better or equal brand lift, reach and recall,โ said Ran Harnevo, Senior Vice President, AOL Video. โAOL has a significant volume of high-quality content valued by advertisers and we are excited to take the lead on showing marketers the value and differentiated results we can guarantee.โ
โWith online video increasingly playing a role in traditional TV Upfront buying and selling, consistent cross-platform metrics are becoming more and more critical to proving the true value of advertising on a site, in terms that are familiar to brand marketers,โ said Steve Hasker, President, Media Products and Advertiser Solutions, Nielsen. โThis is the first time that online GRPs โ based on audience demographics, rather than clicks or impressions โ are being used as the basis for advertiser guarantees on the Web. We are pleased that AOL, the first major publisher to use an audience demo-based guarantee model for its online video inventory, turned to Nielsenโs highly accurate reach, frequency and online GRP measurement to drive increased confidence in their platform as a brand medium. We look forward to working with them to demonstrate their ability to effectively deliver on their clientsโ goals.โ
AOL will host clients at its Digital Content NewFront presentation on April 24 in New York, NY, and will premier significant video opportunities on sale to marketers and advertisers.ย As one of the largest online video platforms with original programs including Sessions, Heidi Klum on AOL, Moviefoneโs Unscripted dan The Engadget Show, it breadth and volume across audiences including women, teens & young adults and influencers. ย
Nielsen Online Campaign Ratings diluncurkan pada bulan Agustus 2011 yang menyediakan GRP terakreditasi Media Rating Council (MRC) yang pertama kali untuk kampanye iklan online dalam berbagai ukuran dengan metrik yang serupa dengan yang digunakan untuk iklan TV, sehingga memungkinkan perencanaan dan analisis lintas media. Nielsen Online Campaign Ratings merupakan bagian dari rangkaian Nielsen Campaign Ratings, yang menyediakan berbagai pengukuran audiens iklan perdana. Rangkaian lengkap solusi Nielsen juga mencakup Nielsen Cross-Platform Campaign Ratings, yang mengintegrasikan perencanaan dan pengukuran media di televisi dan Internet untuk memberikan klien jangkauan dan frekuensi total dan tumpang tindih dari kampanye pemasaran mereka, dan metrik Terobosan untuk kampanye web untuk tampilan yang lebih lengkap tentang kinerja kampanye, termasuk seberapa banyak dari total audiens yang benar-benar mengingat iklan tersebut. Sejak diluncurkan, Nielsen Online Campaign Ratings telah menjalankan lebih dari 600 kampanye untuk lebih dari 50 merek, di lebih dari 400 situs web. Layanan ini akan diperluas ke pasar internasional, dimulai dengan Inggris, akhir tahun ini.
*eMarketer, US Online Ad Spend Poised to Grow 20% in 2011
Tentang AOL ย
AOL Inc (NYSE: AOL) adalah sebuah perusahaan merek, yang berkomitmen untuk terus berinovasi, bertumbuh, dan berinvestasi pada merek dan pengalaman yang menginformasikan, menghibur, dan menghubungkan dunia. Sebagai rumah bagi koleksi merek premium kelas dunia, AOL menciptakan konten orisinil yang melibatkan audiens dalam skala lokal dan global. Kami membantu para pemasar untuk terhubung dengan para audiens ini melalui solusi periklanan digital yang efektif dan menarik.
Tentang Nielsen
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
