At the last IAB joint agency/publisher council session; Brent Bernie took us through comScore’s Campaign Essentials which I found impressive. The way it brings together hybrid panel/server data with audience measurement and delivery verification is most certainly a step forward.
However the wholesale adoption of GRPs in their current definition as the audience metric is not something I look forward to. We have a lot of success with behavioural targets and re-targeting based on completely different criteria than the demographic targets used to define GRPS. Why buy adults 25-54 when you can buy “in market for a car”? So instead of fighting against GRPs why don’t we introduce Targeting Rating Points alongside GRPs for behavioural targets? If I am buying a behavioural target it would be immensely helpful in budget development and allocation to know how many “in market for a car” people there were so that I can understand what % I will reach through the buy. From there add frequency and I have my TRPs.
GRPs are coming to online media, make no mistake but let’s not apply them on everything for the sake of trying to line up with a television buying audience. Online media has very powerful targeting options that our clients like and use. We need a TRP method so that we can properly reach those targets.