Despite the growing range of measurement options, many brands still favor GRP as a form of measurement even in the digital world, says Brian Gleason, Managing Director of Xaxis, WPP’s targeted advertising division, in this interview with Ashley J. Swartz at the recent Beet.TV executive retreat in Vieques, Puerto Rico.
“We’ve been measuring GRPs for a long time and clients are comfortable with GRPs so if they look to extend their buy into digital, that is a comfort level for them and they will pay for that,” he explains. But if it’s not working for a client, then other measurements come into play, he adds. “Is the measurement there? Will it continue to change? Absolutely.”
Programatic is pacing at 25% of online ad dollars, and the key going forward is to work closely with publisher partners to make sure that programatic buys make sense in tandem with others, such as local buys, he says. Going forward, the best way to drive this segment of the business lies in the content that marketers are supporting. “Provide valuable content that draws individuals and provides an engaging experience,” he says. In recent months, Xaxis has expanded its platform to bring traditional TV measurement to premium online inventory with its Xaxis TV product. With the platform, digital inventory can be bought the same way TV is bought.
For more insight into measurement, agency remuneration models and the building of proprietary ad technology, check out this video interview.