Katz360's ad exec Mandel defends the tried-and-true "GRP" for a multi-platform world

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May 18 2012 - 11:00am

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Katz360 exec Dean Mandel takes to the blog today to suggest that the tried-and-true "GRP" (gross ratings point, or 1% of a market's population) is still very useful as a "common currency" in a multiplatform video and audio world.

Online display and search are purely "online" media (and thus it makes sense to use the more recently-developed digital metrics for them). But audio and video consumers can watch TV, listen to radio, watch on a tablet, or listen on a PC or mobile device, Mandel explains. Advertisers can reach a listener or a viewer on many different devices -- thus a common metric is helpful.

Mandel argues to use the newer digital-based metrics "to add value to the GRPs for the digital portion of a video or audio buy." A seller can "add any digital engagement metrics, completion rates, click through rates etc...to add value to their platform's GRP. Now the buyer can take that information and decide that these digital GRPs indeed have additional value because of these metrics."

Read Mandel's blog post here.

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