Joe MandeseMediaPost Editor-in-Chief
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Panel: To GRP or Not to GRP: Getting the Metrics for Online Video Right
Date/Time: 9:30 AM A year after comScore and Nielsen both embarked on an aggressive push to establish their measurement solutions as the ratings standard for online video, the digital industry seems resolved to treat the medium the same way it treats its older cousin, television: based on gross rating points. But before it's too late, are GRPs the right basis for comparison for a medium that has much higher performance and interactivity metrics than television? Are there other measures that must be included in the evaluation in order to paint a truer picture of the value of digital video? And, by avoiding a more robust set of metrics to instead focus on the simpler GRP metric, what are the inherent risks? These questions become ever more important as the lines between screens continues to blur, and cross-platform measurement becomes a reality. This OMMA Video session will look at the potential ramifications that surround an old medium colliding with a new one and will explore how we should be thinking about key metrics at this pivotal point in the industry’s evolution.