LONDON — For a medium so dependent on digital data, it is no wonder the internet has lately seen the rise of super-targeted, highly-efficient “programmatic” ad-buying. But that hasn’t stopped the re-emergence of old-style TV ad-measuring metrics like gross rating point.
“When you’re in TV, you’re told ‘there’ll be no such thing as TV’,” sports video distributor Perform Group’s UK sales MD Jamie Wilson tells Beet.TV. “But it seems to be that the (traditional) metrics are coming back on video and display, with Nielsen OCR.”
Nielsen’s Online Campaign Ratings measures online ads against conventional, broad barometers like age and demographic, rather than attempt super-individualized targeting.
“It’s what advertisers are used to – it’s a metric they understand and trust,” Wilson adds. “Rather than online push in a different direction, we need to make it a little bit more workable.
Owning video rights for many global sports, Wilson’s Perform Group distributes through many online news publishers via its ePlayer product. Perform has acquired Goal.com and the Opta sports data provider and, on its US expansion, operates Total College Sports with Season and struck a deal to distribute video with SportingNews.