The GRP has finally come to Web video. Now, advertisers that use Tremor Video’s VideoHub analytics tool will have access to Nielsen panel data revealing a gross rating point for their video campaigns. For media buyers, this means access to reach and frequency data across mediums and campaigns, as well as demographic and consumer feedback information. Can the currency of the TV ad business be the catalyst for online video? To be sure, marketers have been asking for a GRP for video for a long, long time, but there is a downside: the Nielsen-Tremor alliance is one-off partnership that won’t re-imagine an entire industry—others clearly need to integrate Nielsen GRPs into their performance metrics products to turn this into a movement. So, is the video industry ready to embrace the GRP, or will efforts to re-imagine the video ad business fall flat?
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