ASIA-PACIFIC – BEIJING, CHINA, JANUARY 5, 2010 – The online video site Qiyi.com of popular Chinese search engine Baidu is beginning to take on its TV competitors by using the same currency — iGRPs, or Internet Gross Rating Points — to catch up on the ongoing changes and new rules for online media planning in China.
Q3 2010 figures show that in the Chinese online video market, revenue is booming to USD$ 1.39 billion. As an impressive and competitive campaign vehicle, online video has an unparalleled opportunity to be a counterpart to TV through iGRPs, which play off the classic TV metric. As a measure of the size of the target audience reached by a digital campaign, it is comparable to TV GRPs.
In 2010, P&G, L’Oreal, Volkswagen and other world leading companies made use of AdMonitor, one of the most popular iGRP systems in China, as their online campaign evaluation system, to optimize online investment in China.
Hoping to speed the evaluation of ad dollars from TV to online video, ad network hdtMEDIA has partnered with market research giant Millward Brown to leverage the new metric in the Chinese market to make it easier to compare audiences between the two media.
Said Clarence Zheng, CEO of hdtMEDIA, “By offering views of digital currency that have long been the standard in the TV business, any buyer will be more confident about allocating budget to the robust platform where the most valuable attention can be found. ”
With the common currency, planners are now able to really allocate the budget based on client campaign objectives online, rather just use the money left over.
The two kinds of essential online data are basic online metrics – impressions, clicks, click-through-rate and Unique Visitors – and objective-based performance, campaign target audience reach and frequency by publisher by ad placement.
“We’re dedicated to making it easier for media agencies and brand owners to evaluate and compare online video ad buys to TV buys. Online video advertising is as a rule purchased on the basis of unique visitors and impressions. The iGRP movement is a step toward creating a common industry standard.” said Zhu Wei, founder and CEO of Moment Systems, the technical service provider of AdMonitor.
