TV dollars are beginning to shift to digital and more will come in the year ahead, says Tom Eaton, VP Client Services, Platform Group at Nielsen in this interview with Beet.TV. That transition started with a trickle, and became more significant at last year’s upfront, he says.

Having a GRP-like measurement in online in the OCR helps that transition. “The GRP is what ties digital to the same brand metric that advertisers are familiar with from their TV days,” he says. Creative optimization will also occur with more frequency, as will addressable TV ads, he says.

We spoke with Eaton last month in New York at an industry event organized by Eyeview, a company that creates personalized video campaigns for brands. You can find more videos from the event here.