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
- Megan The Media Planner Wins!
- Media Buying Monopoly
- 15 Years
- Traditional Media - The People Paradox
- Magazines Still Have Value
- Why Launch A Magazine Now?
- A GRP is a GRP, right?
- A New Digital Dimension
- Don’t Touch The Jerseys
- Happy Six Month Anniversary to Me: Five lessons I’ve learned as an AMP/B at Morgan + Company
- Give Me Liberty or Give me A Do-Not-Track Button!
- I’m Just a Girl: Taking gender specific marketing to a whole new level
- Tweet Dat: How Social Media adds to the fan experience
- Social Media Hype Doesn’t Equal Viewership
- The NFL
- Why You Should Use Video In Digital Banner Ads
- Louisiana Gets Its Own Pandora.com Station
- Early Fall Viewership Numbers
- Let’s Be Totally Clear Scores a Major Victory in Alexandria
- Damien LaManna Speaks New Marketing Strategies
- Cookie Monster
- The Value of Experienced Media Planning & Buying
- Twitter’s New Ad Types
- Welcome Aboard Louisiana Office of Tourism
- New Tools, Same Approach
- Award Season Continues
- Awards Season
- Ad Spending on the Rise
- Time to move on?