Online Video Needs Standards as Guidance, Not Limitation

Feb 3, 2009  •  Post A Comment

Standards are critical for the online video business to grow and attract more advertising dollars, but agencies and portals are cautious about pigeonholing online video into standard categories. That was the message from executives at Break Media, Generate, OMD and Quantcast speaking on a panel in Los Angeles today on return on investment in the online video economy.
“If I woke up tomorrow and there was the equivalent of GRP [gross rating points] in online video, then hurray,” said Jon Raj, chief digital officer with OMD. But for now, advertisers need to be comfortable with being uncomfortable, he said.
That’s the advice he gives clients including Apple, Nissan and Visa in developing digital campaigns. The benefit of the new medium is that online video buys aren’t based on one set of standards yet, he said. While that standardization could be helpful, every client has a different objective, which is why a range of metrics are still useful.
But the variety of data in the online video business can be overwhelming. “I have so much data I don’t know what to do with it all. It’s not clear which data is most important,” said Keith Richman, CEO of Break Media. He acknowledged that more data is better and will help the business distinguish itself from traditional mediums. However, a common set of metrics would still be useful, he added.
The key metric in online video is audience and who an advertiser is reaching on the Web, said Adam Gerber, chief marketing officer for online measurement firm Quantcast. “We need to move away from raw traffic stats and get to audience stats,” he said.


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