Google Proposes New Metrics for Online Advertising
Google on Wednesday introduced a new way to measure online advertising effectiveness that is set to become industry standard.
Brand Activate, is designed to “reimagine online measurement for brand marketers,” according to a blog post from the company. The idea is that with better metrics, marketers will allocate more of their money to online advertising. “We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all,” the post continues.
Google introduced the first components of Brand Activate: Active View and Active GRP.
The former is a bid to become the new standard for online impressions. The proposal, now being submitted to the Media Rating Council, will count a “viewed” impression as one that “is at least 50% viewable on the screen for at least one second.”
Active GRP, meanwhile, is the online equivalent of the Gross Rating Point, a metric used by the television industry to estimate how many people saw a given ad. Active GRP is a digital version that will calculate the reach and frequency of a campaign, but — unlike standard GRPs — lets advertisers react in real time.
Check out the explanation in the video below.