Tuesday November 03, 2009 at 12:3316 notes
The core of the issue is this: the TV buyers have 50+ years of econometric modeling history that tells them if they buy X amount of GRPs or TRPs (Target Rating Points), it will generate Y in return. Everyone acknowledges that there are major flaws with this methodology, but are, for the most part, resigned to it; accepting it as the best we’ve got.
As video expands to other platforms, including online, digital out-of-home, and mobile, there’s a natural desire to take that same metric and apply. But doing so fails to account for the unique attributes of these new digital delivery channels — things like interactivity, ratio of ad clutter to content, dynamic ad serving, and so forth.”
I’ve already talked about how online GRPs are not the answer. Not only are all screens not created equal, but there is a big difference between seeing an ad inserted into Lost on Hulu and an ad on a monkey video on YouTube.
Or the powerful custom integration and white label content executions that sites like blip.tv can produce. We’re seeing record interaction rates as we get better and better at figuring out how to make awesome digital video ads that WORK.
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