Social media types and those leading the charge toward the new world of advertising aren’t going to like this one. YuMe, in partnership with MindShare, has introduced the iGRP or Internet Gross Rating Point, a metric allowing advertisers the ability to compare their online video metrics with their offline television metrics.
OK, OK, so it’s really not that bad. After all, everyone wants to be able to measure, right? But many will say this is just forcing old metrics on a new medium that really deserves its own set of metrics.
Bethany Mach, SVP Director of Digital Media Investment and Partnerships for Mindshare says, “We need a standard approach we can all apply to measure audience and reach across any screen.”
Partially true and, no doubt, media planners will love this new metric which, one assumes, will make their life easier when it comes to preparing a campaign’s post-buy analysis.
To be fair, you can read the white paper
on the subject and decide for yourself.
Oh, and maybe they should have picked a different name for their new metric.
