Comments on: Online ad engagement 25 times higher than click rate http://blog.coull.com/2009/10/29/online-ad-engagement-25-times-higher-than-click-rate/ The official blog of the Video Performance Network Thu, 15 Sep 2011 10:14:15 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Jack http://blog.coull.com/2009/10/29/online-ad-engagement-25-times-higher-than-click-rate/comment-page-1/#comment-25793 Jack Mon, 02 Nov 2009 16:38:28 +0000 http://blog.coull.com/2009/10/29/online-ad-engagement-25-times-higher-than-click-rate/#comment-25793 I'd suggest that with video display advertisers have to sell up against TV dwell-time is a bit too academic. Sales houses are trying to quantify online video ads in terms of TV-like GRP as that's what the client knows. At least CPM can be extrapolated to a rough GRP figure; dwell time might make such a calculation a step too far. The FMCG companies know what they are paying ($-wise) for notional eyeballs with their TV ads so they need a comparable measurement for their online video too. I’d suggest that with video display advertisers have to sell up against TV dwell-time is a bit too academic.

Sales houses are trying to quantify online video ads in terms of TV-like GRP as that’s what the client knows. At least CPM can be extrapolated to a rough GRP figure; dwell time might make such a calculation a step too far.

The FMCG companies know what they are paying ($-wise) for notional eyeballs with their TV ads so they need a comparable measurement for their online video too.

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