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Google Proposes New Metrics for Online Advertising

Google Proposes New Metrics for Online Advertising

Attempting to move the industry beyond click-throughs and impressions, Google on Wednesday introduced a plan to measure online advertising that it hopes will become the industry standard.

Dubbed Brand Activate, the plan is designed to “reimagine online measurement for brand marketers,” according to a blog post from the company. The idea is that with better metrics, marketers will feel more comfortable allocating more of their money to online advertising. “We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all,” the post continues.

Google introduced the first two components of Brand Activate: Active View and Active GRP.

The former is a bid to become the new standard for online impressions. The proposal, now being submitted to the Media Rating Council, will count a “viewed” impression as one that “is at least 50% viewable on the screen for at least one second.”

Active GRP, meanwhile, is the online equivalent of the Gross Rating Point, a metric used by the television industry to estimate how many people saw a given ad. Active GRP is a digital version that will calculate the reach and frequency of a campaign, but — unlike standard GRPs — lets advertisers react in real time. (Hence the “active.”)

A further explanation of the initiative is provided in the video below.

Google’s not the first to call for new online ad metrics. Facebook partnered with Nielsen last year to try to adapt GRPs to online advertising as well.

Article Source:

Video Source:

EDITOR'S NOTE: Many thanks to Mr. Joe Olesh who drew my attention to this article via an email sent to Tier10 Marketing strategy leaders today...

Views: 374

Tags: Advertising, Google, Metrics, New, Online, Proposes, for


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Comment by Ed Brooks on April 21, 2012 at 10:05am

Marc - You nailed it! Dealers are infamously only concerned with spending time, money, and effort on things that will bring them immediate gratification. Branding is simply too long term of a proposition for most dealers. This same mentality leads dealers to misuse Social Media as well.

I will say that dealers that buck this trend tend to be the most successful in most markets, but it's far removed from the mindset of most dealers.

Comment by Marc Bodner on April 19, 2012 at 8:05am

Having spent considerable time in the TV industry, and have participated in the cable industry's presentation for Media Rating Council approval,  this sounds like the continued move to evaluate online resources just like TV.  The internet WAS all about direct connection and direct measurement of message.  

For a major brand marketer this will make them more comfortable in spending more dollars online since they now can put a comparative acceptable measurement of eyeballs up against other mediums.  For most dealerships however there still is the need to draw a direct line from A-B on a month-to-month basis.  I cannot remember a single instance in 2 decades when a dealer or GSM looked at me and said "hey, I got 2 million impressions last month from your schedule.  
Great job". 

Comment by James Easter on April 18, 2012 at 3:55pm
Quite interesting...thanks for posting
Comment by David T. Gould on April 18, 2012 at 2:12pm

good stuff

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