TubeMogul Europe managing director, Nick Reid has said that he believes gross rating points to be a suitable media metric for both TV and video when it comes to measuring advertising audiences.
Speaking to The Drum ahead of the Digital Convergence Conference Reid said that digital video was more accountable now days and measurement had become more simple to record and analyse. The consumer landscape had changed significantly, with audiences growing in reach as laptops, followed by mobile technology and tablets provided vehicles on which to engage and interact with video.
“The proliferation of audience consumption across multiple devices, has created challenges when planning, buying and trying to reach audiences. The consumer doesn’t look at engaging with video specifically through the media channels of TV or desk top, they think about video as video. So when it comes to trying to reach their audiences, what does that mean to the planning and buying process?” he asked.
“Traditionally TV planning was very different from digital planning, not just in terms of how they reach those audiences and but also how they measure, track and quantify them. That’s why we gave our customers the opportunity to use the Gross Rating Points (GRP) as a planning tool, enabling them to speak in a traditional language and metric. Whilst the GRP is a 60-year-old metric, that some view as perhaps antiquated, it makes sense for us to talk in a language and with a currency, which has resonance in the world of TV planning and buying. As media consumption is converging, we need to look at metrics which are consistent across TV and online and GRP delivers on this,” he continues.
GRP is a metric that measures reach and frequency and has long been used by media planners when purchasing, planning and measuring advertising campaigns.
However, Reid admitted that not everyone used this as planning and buying metric, when it came to video, especially in digital departments. “Certainly understanding audiences and how to reach them with frequency helps us to answer questions such as ‘does online video increase my incremental reach?’ ‘What is optimum media mix when it comes to TV and video?’ and ‘When does online become more or less effective than TV and importantly does it have an impact on those audiences, such as brand recognition, purchase intent and brand recall?’
He added that the convergence between TV and video was being driven by consumer demand and that advertisers and those working within advertising must begin to plan to look at new ways to reach consumers.
“We need to look at how programmatic technology can help drive greater understanding and efficiency. We can reach those consumers and measure and track them…we’re moving to a world that is much more accountable that TV – Viewability is a great example of this ” concluded Reid.
Reid will be one of many speakers discussing the impact that digital convergence is having upon the world, including media and advertising, on 12 March in London.