Walker Media Adopts VideoHub Platform to Operate and Measure Video Ad Buys
Walker Is First U.K. Media Agency to Adopt U.S.-Based Digital Video Ad Platform
December 19, 2012 --
LONDON and NEW YORK, NY -- (Marketwire) -- 12/19/12 -- London-based Walker Media, an offline and online media-planning and buying agency serving some of the U.K.'s most iconic brands, has agreed to license VideoHub for Advertisers to inform and optimize its media campaigns.
VideoHub -- a division of Tremor Video Inc. -- is a platform that media agencies use to buy, measure, verify and analyze video advertising campaigns. Walker Media will use the platform to operate all of its video ad buys and measure performance. While this marks the first U.K. media-agency deal for VideoHub, U.K. advertisers using Tremor Video to buy media have been benefiting from VideoHub analytics since the platform was launched last year.
VideoHub is the first video ad platform to have integrated Nielsen's Online Campaign Ratings, which give media planners and buyers a consistent measurement metric for digital and traditional media. Nielsen launched OCR in the U.K. in October.
The incorporation of data from Nielsen Online Campaign Ratings into VideoHub marries the standard GRP metric used in TV advertising to online video performance. The collaboration gives advertisers a single metric for their gross reach -- the total number of people exposed to an ad -- and effective reach -- more granular insight into the quality of the ad exposure and performance across screens. Now, marketers can understand the factors directly driving performance against a given audience.
"These combined capabilities sealed the deal with VideoHub," said Jon Horrocks, screen managing partner at Walker Media, whose clients include Marks & Spencer, KFC and Dixons Retail.
"Insight into how consumers engage with our clients' video advertising is critical to our understanding of what success looks like in a growing digital channel. That's why we turned to VideoHub," Horrocks said. "VideoHub's London and New York teams are unmatched when it comes to understanding the consumer and technological dynamics driving the video advertising marketplace. Their unique integration with Nielsen directly benefits us and our clients, for we have all the requisite data on one dashboard. We are going to plainly see where ads are most effective."
Horrocks noted that the first campaigns to be measured by VideoHub's analytics are those for M&S. "We will now be able to track all of our video activity holistically, which enables us to look at total reach and frequency across key demographics," he said. "Now we can answer the critical question 'Why are some people engaging more than others, and how can we find more people just like them?'"
Combined Power of VideoHub and Nielsen
Said James Oates, Nielsen U.K.'s managing director for digital: "Nielsen Online Campaign Ratings provide the world's most robust measure of online campaign performance in terms of reach, frequency and GRPs -- the same metrics used and trusted by advertising planners of TV campaigns. VideoHub was the first to build our tools into its digital video platform in the U.S. and we are delighted that this service is now available to clients in the U.K., beginning with Walker Media."
Using proprietary technology, VideoHub complements Nielsen's reach analytics with 14 variables that explain how and why people engage with video advertising. For example, some people may engage with an ad because it is running on a trusted news site, while others may be more piqued to engage during certain times of day. In fact, people during a recent U.S. campaign watched more long-form ads during late afternoon and prime time than during other times of day.
Publisher name and day-part are just two of the 14 variables that VideoHub measures when assessing how and why people engage with video advertising. The variables provide more insight into viewer behavior than demographics can on their own.
"On behalf of the VideoHub organization, I want to thank the Walker Media team for their business and for partnering with us as pioneers in video," said VideoHub General Manager Anthony Risicato. "All of us -- Walker, Nielsen, VideoHub -- are first-movers in one way or another. Together, we are going to push the boundaries, delivering measurable results for our clients while capturing the hearts and minds of consumers through the power of sight, sound and motion."
About Tremor Video Inc.
New York-based Tremor Video Inc. is ranked 13th on The Wall Street Journal's list of the top 50 U.S. start-ups funded by venture capital. The company has offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco, with international offices in London, Munich, Singapore and Toronto. It has two operating divisions that provide complementary media and advertising services:
Tremor Video, founded in 2005, provides video advertising services on four screens: connected TV, computers/laptops, mobile phones and tablets. On behalf of brand marketers and agencies, the company uses proprietary technology to serve video ads to the right people at the right time in brand-safe environments. It can do this through its direct relationships with hundreds of premium-quality publishers of which more than 170 have chosen Tremor Video as the only outside party to sell their digital ad inventory. Tremor Video pioneered the cost-per-engagement (CPE) pricing model, helping agencies and brands to get more for their brand-marketing dollar by making video ad units interactive and inviting. For more information, visit www.tremorvideo.com and find us on Twitter, Facebook and LinkedIn.
VideoHub was founded in 2011 by Tremor Video Inc. to fill an unmet need among brand marketers and media agencies simple way to buy, measure, verify and analyze the effectiveness of video advertising campaigns. VideoHub is the first video ad platform to have integrated Nielsen's Online Campaign Ratings, which provide demographic ratings for online ad campaigns. Going one step further, VideoHub uses proprietary technology to analyze multiple variables that explain ad reach in the context of how, when, where and why people engage with a brand's video ad campaign. Its robust, flexible platform simplifies operations, provides actionable insights, and eliminates the need for multiple third-party products. Media agencies and publishers around the world are integrating the platform into their own operations to gain true transparency into their video advertising. VideoHub was named the Festival of Media's "MAP Hot Company of the Year 2012." For more information, visit www.videohub.com and follow us on Twitter, Facebook and LinkedIn.
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