NEW YORK — Nearly two years after Nielsen introduced its TV industry-style Online Campaign Ratings measurement system, one big agency is using the metric when placing almost all its online video ads.
“It’s a huge percentage of the dialog,” Horizon Media’s chief digital officer Donald Williams tells Beet.TV in this video interview. “North of 95% of the commitments we will make (this year) will be guaranteed via Nielsen.”
Williams was speaking during Beet.TV’s Video Ad Effectiveness Summit, where he also said: “A lot of what we term ‘engagement’ metrics aren’t things that are decisioning criteria for marketers around investment – I don’t think they care.
“The diff between consuming a video for 11 seconds or 13 seconds or 18 seconds – that’s not a priority insight – the priority insight is: ‘Am I getting in front of the right target group?, Am I purchasing at scale?, Am I cost-effective… ?’”
Horizon, the US’ largest independent media agency, was recently named media agency of the year by thinkLA. Williams was interviewed by Furious Minds CEO Ashley J. Swartz.