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James Kiernan About Reach and GRP as Vital Metrics for Online Video Buys

  • Aired: 1/19/2011
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Engagement is often seen as the holy grail of online video measurement, but brands shouldn't neglect reach and GRP either, said ZenithOptimedia's senior VP and managing director James Kiernan. Reach and GRP are valuable because they can be looked at as common metrics to compare success of online video against TV, he said. That's particularly helpful as agencies and brands look to move more money into online video.

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