GRP’s to Be Main Currency for Online Video , Forrester’s Glantz

By on 09/17/2012 8:03 PM @daisywhitney

Despite the plethora of digital video data available, the familiar and oft-used TV ratings system of GRPs will remain the dominant currency for TV and online video for now, but soon marketers will start to weave in new data sets and metrics. That's the conclusion of a just-released report from research firm Forrester Research, shared with Beet.TV

Earlier this summer, Beet.TV spoke to Forrester analyst Michael Glantz about digital video buying. 

Even with the growth in digital video, marketers in the U.S. will spend more than $82 billion on TV ads this year, up from $76.6 billion last year, Forrester says in its new report. That's why GRPs will remain important, but they won't be enough given that about three-quarters of TV viewers multitask while watching TV shows, and many of them are engaged with social media while watching. As such, GRPs don't provide enough insight into digital behaviors and specific habits, and will eventually diminish in use over time, Forrester says. "GRPs are unlikely to be replaced by a new currency for TV and digital video buying any time soon. Rather, Forrester believes the widespread use of the GRP as the standard trading unit for TV and digital video will persist but play a diminished role," the report says.

Media planning will be augmented by set-top box data, digital data, third-party behavioral data, social media metrics, marketer databases and also by GRPs. To that info, marketers will also likely add performance measurement such as social reach, purchase intent, ROI, tune-in and other data. Already, some marketers are tapping into new measurement tools from companies like Bluefin Labs, Kantar and Rentrak to dig deeper into their TV buys, while vendors like Experian, Simulmedia and MRI are also offering additional layers of insight, Forrester says. In light of these changes, Forrester predicts agencies will become more sophisticated in using their own tools and marketers will also layer in new types of data into existing TV metrics to gain a deeper understanding of the effectiveness of TV buys. 

Glantz will be a participant in Beet.TV's Leadership Summit next week in Chicago.

Daisy Whitney

Recent Videos
image
SpotXchange Sells Majority Stake to European Broadcaster RTL for $300 Million

SpotXchange, the video ad tech company that provides a technology platform for publishers and broadcasters to sell advertising on an automated basis, has sold a majority of its shares to Europe’s RTL, the companies announced today. RTL, the giant broadcaster controlled by Germany’s Bertelsmann, ...

image
VICE News is “One of the Biggest Newscasts in the World”

In five months since its launch, VICE News on YouTube  is “one of the biggest newscasts in America and possibly the world,” says Brian Dietz, SVP of Sales in this Beet.TV session video.   He says that the network has over 650,000 subscribers on YouTube and has had 70 million views of its ...

image
Video Ads Perform Better On Mobile: Jun Group CEO

The booming video advertising segment stands an even better chance of ringing up success on mobile devices than it has on desktop so far. That’s according to one video ad platform boss. “Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell ...

image
Razorfish CEO: Paid Media Should Operate in Real-Time With Social

Paid, owned and earned media can work well on a real-time basis, and brands need to rethink both their allocations for paid media and the timing too, says Pete Stein, CEO of Razorfish, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. “It used to be that paid media was ...

image
Maker Studios’ Jason Krebs: Collaboration Key for Brands & Creators

Collaboration with creators is vital for brands working with digital producers and talent, says Jason Krebs, Head of Sales at Maker Studios, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. Maker Studios creates and distributes video content focused on millenials and its videos ...

image
Havas Dish Latino Digital Campaign Jumps to TV

Some brands are now migrating successful digital ads to the TV set, in a reversal of what was once the trend of repurposing TV spots for online video, says Rori DuBoff, Global Head of Strategy at Havas Digital, in an interview with Beet.TV. Havas recently launched a campaign for Dish Latino around the World ...

image
‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks

Nevermind your product, what do you stand for? That’s what OgilvyEntertainment’s senior strategy and operations director Abby Marks tells her clients, channeling her agency’s late founder. “David Ogilvy was always about research and treating the cons as an equal, thinking about ...

image
JWT’s Branded Content Approach Starts with Participation

Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work ...

image
Multi-Channel Network Collective Digital Studio Launches New Content for Purina

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to ...

image
Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US ...

image
If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential,...

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. ...

image
Hearst is Building a “Netflix Model” Around Magazine Video Content

Hearst has just launched “CosmoBody,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grosso, SVP ...

loader