Time spent viewing video on social networking sites increased 98 percent year-over-year as the number of online video streams viewed on social networking and blog sites increased 45 percent year-over-year.

Jon Gibs, VP Media Analytics, The Nielsen Company, led a presentation at ad:tech surrounding the shifting media landscape and the search for a unified measurement form, or gross rating point (GRP) across media.

If the Internet has truly “arrived” and is being taken seriously, why have we not yet seen significant brand advertising dollars follow?

Who is viewing your ad online? A basic question often left unanswered. Tracking impressions alone leaves out a critical element in gauging advertising effectiveness—audience delivery.

Social media has not only changed the way consumers communicate and gather on the Web, but also impacted content discovery and navigation.

Americans have nearly tripled the amount of time they spend at social networking and blog sites such as Facebook and MySpace from a year ago.

Jon Gibs
Last week I was on a great panel at DPACIII on the changing nature of online adverting. There were a lot of good case studies on what has worked up to this point. There were some interesting points both from friends and competitors (and those who are both) about the role of creative executions in the effectiveness process. I chose to spend my time a bit differently; I think this post on the digiday blog sums it up: Online Advertising is Broken.

Jon Gibs, Nielsen Online
At this point it is well documented that the halcyon days of the yellow pages are pretty much done. A mix of eBay, Craigslist and local search have removed the need for this type of service from most people’s lives. The need for a big, bright, yellow local directory in paper form or online with some advertising thrown in, seems to be a hopelessly out-dated concept. If you’re SuperPages, what do you do? What services can you add that will make your offering …

Jon Gibs
The internet is in an increasingly funny place. We’ve developed a media that allows an extraordinary amount of targeting and advertising measurement structures previously unheard of in other media. We track impressions, ad engagement, clicks, view-throughs, conversions, post-buy demographics, time per ad, branding effect and offline ROI. We can measure, and even plan by, just about any construct an advertiser would like.
The funny part is we can’t seem to get our head around GRPs. This is something I’ve written about in some length in the past …

Meet the newest recession-fighting ally in the scrimmage for consumer sales: online advertising. Even discretionary product categories taking a hit at the register can build market share through online presence. Here’s how.