CHICAGO — Online GRPs don't tell the whole picture of either a TV or a digital campaign, says Joan FitzGerald, VP of TV & Cross-Media Solutions at comScore.
Beet.TV contributor Ashley Swartz spoke to FitzGerald at the Beet.TV Advertising Leadership Summit in Starcom's Chicago offices about the viability of online GRPs, integrating TV and digital buying, and research strategies.
"If the online GRP doesn't mean the same thing as the TV GRP then you aren't going to be able to use it to compare the two mediums," FitzGerald tells Beet.TV. Marketers often turn to digital venues or add them to a campaign to connect with additional audiences not reached on TV, and for cost-effectiveness, but GRPs don't reveal that information, she explains. Other important factors in assessing campaigns are whether an online ad rendered in time, for instance. "We want to achieve our goals integrating TV and digital and the systems aren't in place to do that," she adds.
FitzGerald says the ideal measurement integration will overlay the data from the two mediums to give marketers a deeper level of insight into whether reach and frequency goals were delivered against the target.