Commentary

Online GRPs - On a Wing and a Prayer?

At today’s OMMA Video conference, the panelists have been hesitant to warmly welcome online GRPs. AOL’s recent TV-style GRP measurement system was innovative, but hasn’t been exactly what these panelists were looking for.

Speaking about a measureable GRP-like system, Chris Whitman, Integrated Investments Manager at Universal McCann/J3, says, “There’s a lot of growth that needs to happen.”

Moderator David Goetzl, Senior Editor at MediaPost, asked the panel whether or not looking for an apples to apples system between online GRPs and TV GRPs was “too much pie in the sky.”

The panel never answered the question directly. But Kelly McEttrick, Director of Platform Strategy at VideoHub.tv, said, “the GRP was never invented as the end-all, be-all.”

It seems this panel believes that online GRPs have a long way to go before they can be fully embraced by the industry.

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