Despite its growing popularity, online video still lacks a GRP. But should it have one? In this session, the IAB's Sherrill Mane will talk to Digiday about whether or not the industry is going to adopt a GRP for online video -- and why it matters. Presenter: Sherrill Mane, svp of research, analytics and measurement, IAB

1. DigiDay Video Conference
To GRP or Not to GRP?
November, 2012

2. A Simple Formula
Reach X
Frequency
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= GRPs

3. A Basic Count
How many unique, unduplicated people within
a demographic or other segment saw an
ad/content how many times on average
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4. Counting is About Enumerating
 100 rating points in junky content = 100 rating points
 100 rating points in great content = 100 rating points
 100 rating points is 100 rating points period.
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5. R&F and GRPs Are Outdated?
 R&F/GRPs are still part of models to
determine media allocations
 If you are not a part of the model, you
can’t be a part of the allocation
 R&F/GRP’s are the most basic tool for
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6. Frequency
 The magic “3” has long lost its luster
 Complex, fragmented media need new
thinking on how much is too much
 Digital media, especially video, change
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basic notions of the right frequency

7. You Can Focus on Value…
…Once you stop debating how to count
 Interactivity matters
 Consumer experiences with ads matter
 Evaluative metrics that are transparent
and consistent matter
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8. Ecosystem Consensus
 Making Measurement Make Sense (3MS), a
4A’s-ANA-IAB collaboration
 MRC (Media Rating Council) has timelines for
writing definitions of digital GRP’s based on
viewable imps
 Universe estimates will change to
accommodate multi screen consumer use
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9. To GRP or Not to GRP…
 Is no longer the question
 How to leverage the GRP/R&F wisely
that is the question!
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