Matthew Baker: Pioneering Digital Measurement Possibilities
Beyond ratings, J3 exec expands J&J’s reach through video
By Jon Lafayette -- Broadcasting & Cable, 8/20/2012 12:01:00 AMB&C's 2012 Digital All-Stars
As VP and integrated group director of Universal McCann’s J3 unit serving client Johnson & Johnson, Matthew Baker faces a unique challenge. Buying both traditional TV and online video means ! nding ways to compare them; while they are similar in some ways, they remain distinct in others.
“The goal was not to put digital video versus TV, but it was very important for us to show how they worked together, and to use that to make the client feel comfortable,” Baker says.
As part of its measurement effort, Baker’s group of TV buyers and digital specialists has been working with Nielsen’s online campaign ratings (OCR), which is busy creating a digital equivalent of TV’s gross ratings points to simplify video planning. “We thought Nielsen came up with the most compelling product, partly because of its methodology and partly because of its accreditation from the Media Research Council,” Baker says. “The digital world is still very much the wild, wild west. It’s nice to have that third-party verification.”
Beyond research, Baker and his team are moving forward with new digital opportunities. Among other things, they have created innovative video strategies. The company is currently working with YouTube, which is evolving from its user-generated content platform to develop channels with exclusive, professionally produced programming.
“The [YouTube channels] we are partnering with are all of the health and fitness channels,” Baker says. “Obviously, the content is very relevant. There’s a number of publishers creating this content for YouTube, and we thought the exclusive nature of it was a nice premium environment for those brands.”
Baker says he is not using YouTube as a substitute for traditional TV. “We didn’t commit or buy inventory upfront like you would on TV, but we did have an idea of what we wanted to include and the appropriate mixes of inventory from various publishers and sites, and even networks that would get us the types of video we would need to fill essentially that role of the media plan,” he says. “This is part of that.”
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