Mindshare and YuMe get a GRP on online video

US-- Online video ad network YuMe and marketing services agency Mindshare have developed a metric to let advertisers compare online video campaigns with traditional TV advertising.

The Internet Gross Rating Point (iGRP) is designed to be an online equivalent to the gross rating point (GRP) metric used in traditional TV ratings.

Mindshare SVP Bethany Mach said: “Working with YuMe to develop an online audience measurement metric that more closely matches the same metric we use in buying television is critical to compare, contrast and analyse online video. We need a standard approach we can all apply to measure audience and reach across any screen.”

YuMe says it will continue to work with Mindshare to enhance the iGRP by developing ways to take into account targeting and interactivity, and to compare different types of online video format.

“We've taken an important step in beginning to understand online ratings measurement by introducing an online video GRP metric that we hope the industry will standardise around,” said Jayant Kadambi, co-founder and president of YuMe.

Author: Robert Bain