GRP Metrics for digital ads

GRP Metrics for digital ads

Digital has been quite difficult in fitting in with the coinage of the advertising realm – the GRP or TRP.  (http://www.warc.com/LatestNews/News/EmailNews.news?ID=32573&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20140212)  I’m not sure this will be the final solution, but it should be a good start.  My concern is that how will the nuances of digital ads be fully captured.  There are a number of different dimensions that these coins will need to overcome:

1) How to accommodate above or below the fold placement.
2) How to accommodate media quality (display ad, video pre-roll, sponsored search)
3) How to accommodate screen format (mobile, tablet, desktop)
4) How to accommodate site (Social, news, other)
Digital ads are here and are here to stay. With increasing time spent on digital as well as purchases being made on digital, digital ads are a must for all companies across the board. This is a complex topic and that’s why digital has taken so long to crack the code.  It is a good first step.  Looking forward to seeing how it will be delivered.