Contact:
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 e The Engadget Show, it breadth and volume across audiences including women, teens & young adults and influencers. ย
Nielsen Online Campaign Ratings รจ stato lanciato nell'agosto 2011 e fornisce il primo GRP accreditato dal Media Rating Council (MRC) per le campagne pubblicitarie online di qualsiasi dimensione, con metriche simili a quelle utilizzate per la pubblicitร televisiva, consentendo la pianificazione e l'analisi cross-mediale. Nielsen Online Campaign Ratings fa parte della suite Nielsen Campaign Ratings, che fornisce una gamma completa di misurazioni dell'audience pubblicitaria. La suite completa di soluzioni Nielsen comprende anche Nielsen Cross-Platform Campaign Ratings, che integra la pianificazione e la misurazione dei media attraverso la televisione e Internet per fornire ai clienti la portata e la frequenza totale e sovrapposta delle loro campagne di marketing, e una metrica Breakthrough per le campagne web per una visione piรน completa delle prestazioni della campagna, compresa la percentuale di pubblico totale che ha effettivamente richiamato l'annuncio. Dal suo lancio, Nielsen Online Campaign Ratings ha gestito piรน di 600 campagne per oltre 50 marchi, su piรน di 400 siti web. Il servizio sarร esteso ai mercati internazionali, a partire dal Regno Unito, nel corso dell'anno.
*eMarketer, US Online Ad Spend Poised to Grow 20% in 2011
Informazioni su AOL ย
AOL Inc. (NYSE: AOL) รจ una societร di marchi, impegnata a innovare, crescere e investire continuamente in marchi ed esperienze che informano, intrattengono e connettono il mondo. Sede di una collezione di marchi premium di livello mondiale, AOL crea contenuti originali che coinvolgono il pubblico su scala locale e globale. Aiutiamo gli operatori del marketing a entrare in contatto con questo pubblico attraverso soluzioni pubblicitarie digitali efficaci e coinvolgenti.
Informazioni su 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.
