In Our Own Words

A GRP is a GRP, right?

Should be interesting. After all, a GRP is a GRP, right? AOL is shifting to a new strategy to sell online video ads using the same formula that has been in play for decades to purchase TV air time. Primarily built around the CPM (Cost Per Thousand) model, if you wanted to plan a digital media buy you establish how many eye balls you wanted to reach (based on your brand’s conversion capabilities and goals) and then bought that number of impressions. Going forward, AOL will be offering online video ads based on GRPs (Gross Rating Points) which are the primary metric that focuses on a specific audience demo (say Adults 18-49). This new platform of sales and measurement is intended to make it easier to move traditional TV dollars over to online video tactics. I’m excited to see this being rolled out. Extremely curious on how it will impact people’s view of online video and the incorporation of same into the discipline of media buying. Its taken brands a long time to incorporate digital advertising into their mix. So I am concerned if AOL can wait almost as long for their new strategy to show dividends.

Wednesday, April 18, 2012

by Eric Morgan

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