SAN FRANCISCO — Despite the love-hate relationship some marketers have with GRPs, look for that standard measurement to play a part in digital and programmatic buying. Metrics like GRPs as well as ad buying strategies like automation can help bring more brands to digital that are more familiar with TV, says Paul Dolan, SVP Global Business Development at WPP-owned Xaxis, during an interview with Beet.TV.
“We have more data but we have to look at the manpower too and bring that in line with other media channels,” he says. “Programmatic, data-driven solutions will help simplify some of the complexity…We look at what can we learn from TV and how can we bring GRPs into digital and layer on top automation and programmatic capabilities so we can bring digital to a place brands are familiar with like TV.”
One of the biggest challenges in online video is boosting the level of content. “There is a huge lack of premium online video,” he says, and that’s why Group M recently partnered with Hulu, and is aiming to surround that content with programmatic buying and targeting. “Let’s harness data for better targeting. Data is moving faster and is more readily available. Let’s harness that data to make targeting better and make measurement better and programmatic is the enabler of that.”
We interviewed Dolan at the Beet.TV programmatic television summit where she was a speaker.