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
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 R&F and GRPs Are Outdated?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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