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YuMe Partners With Mindshare for Launch of Internet GRP Audience Measurement Metric...
YuMe Partners With Mindshare for Launch of Internet GRP Audience Measurement Metric for Video Ad Campaigns Metric Provides Much Needed Means to Compare Online Video Campaigns to Television Ad Buys REDWOOD CITY, Calif., April 6 /PRNewswire/ -- YuMe, the leading video advertising platform and video ad network, announced today that they have partnered with media and marketing services agency Mindshare for the launch of an iGRP (Internet Gross Rating Point) metric for video advertising campaigns. YuMe's iGRP metric provides advertisers with a means to compare their online video media buy with their television advertising buy, gaining insight into the relative impact and success of one medium versus another. "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 analyze online video," said Bethany Mach, SVP Director of Digital Media Investment and Partnerships for Mindshare. "We need a standard approach we can all apply to measure audience and reach across any screen." As online video consumption increases and more TV ad dollars shift online it is important to provide advertisers with a way to not only compare online video ad campaigns to television ad campaigns, but to also provide a means to combine the two efforts for reach and frequency calculations. YuMe will calculate iGRPs for each of its network channels on a monthly basis and make it comparable to a television GRP by using total population and/or household numbers. For more details on YuMe's methodology and to download a copy of YuMe's white paper on how to calculate an iGRP, visit: http://www.yume.com/advertisers. "We've taken an important step in beginning to understand online ratings measurements by introducing an online video GRP metric that we hope the industry will standardize around," said Jayant Kadambi, co-founder and President of YuMe. "We are committed to continuing to innovate, drive efficiencies and add value to our strategic partners in this area." Online video advertising offers interactivity and engagement that far exceeds television. Ideally, an Internet GRP calculation would factor in targeting and interactivity. YuMe will work with Mindshare to conduct experiments on variables that include targeting, video ad format, ad duration and video content type. These future studies will enhance the iGRP calculation and help advertisers understand at a deeper level the reach and frequency of their campaigns. Said Cary Tilds, head of digital media operations for Mindshare's Team Detroit division, "The significance of developing an enhanced iGRP calculation via the interactivity knowledge that YuMe collects and leverages is game changing." YuMe's platform powers the serving and management of video advertising for more than 500 premium sites representing over a half billion streams every month. YuMe enables advertisers to buy online video at a national scale while taking advantage of YuMe's industry-leading targeting and optimization capabilities. About MindShare MindShare is a global media and marketing services company with billings in excess of $21.4 billion (source: RECMA). The network consists of 97 offices in 67 countries throughout the U.S., Latin America, Europe, the Middle East, and Asia Pacific. MindShare is a member of WPP, one of the world's leading communications services groups, and is part of its GroupM Media Company. For more information, please visit: www.mindshareworld.com. About YuMe YuMe is the first dedicated video advertising network and ad management platform built exclusively for the new world of Web video. With 500+ websites and more than 500 million video streams per month, the YuMe network provides both audience scale and quality reach for advertisers. The YuMe ad management platform gives advertisers and publishers the unprecedented ability to identify, classify, and track content to ensure brand safety, contextual relevance, controlled syndication, and consistent delivery across all digital media platforms--Web, downloads, mobile, and IPTV. Key YuMe innovations include the first cross-platform ad solution and the ability to serve multiple ad formats and placements through a single, unified system. YuMe is a privately held company headquartered in Redwood City, CA and backed by Khosla Ventures, Accel Partners, BV Capital and DAG Ventures. For more information, visit YuMe's website at www.yume.com and the take2video blog at www.yume.com/blog. SOURCE YuMe Molly Glover Gallatin of YuMe, +1-650-591-9400, ext. 230, firstname.lastname@example.org; or John Wolfe of Mindshare, +1-212-297-7160, email@example.com