Adsfactor and comScore team up for TV-like metrics for online video

The adoption of iGRPs has lagged in Greater China, leaving a challenge for agencies and marketers.

This week Adsfactor, an online ad network currently expanding in Asia, announced a partnership with digital analytics firm comScore to bring the TV-like metrics to online video advertising. ComScore will make its 'validated campaign essentials' (vCE) available through Adsfactor's new pre-roll video offering called Adsfactor.TV.

The combination aims to enable advertisers to measure online video campaigns using iGRPs against campaign goals and intended target audiences.

Adsfactor’s parent company, Pixel Media, stated that the ability to help advertisers translate TV buys into online video campaigns represents one of the most sought-after measurements for digital advertising, according to CEO Kevin Huang.

"Most importantly, advertisers now have a common currency for measurement across traditional and online TV," he said. According to a recent HK2A’s 2014 adspend report, advertisers increasingly view digital marketing as more effective than offline marketing. And 81 per cent intend to raise their budgets for online video, making it the second-largest growth platform after mobile.

Adsfactor.TV aggregates video inventory from more than 50 video publishers and serves pre-roll and in-banner advertisements that incorporate rich media. Publishers include DailyMotion, Mingpao.com, One Media Group, South China Media, Singtao Group, 101greatgoals and FootyTube.com. The network is expected to reach approximately 1.1 million unique users with 30 million video plays per month.

Henry Yeung, business director of Mingpao.com, said he sees online video as a fast-growing prospect for the business both from viewership and monetisation perspectives. Brands that have already launched video ads on Adsfactor.TV include Mars, Ultima II, Line, Samsung, FedEx, Tiger Balm, Now TV, Caltex and FWD Insurance.