Great blog entry (recommended to anyone who wants the alternative view) and of course worthy argument. It’s really a rather sad reflection on our industry that we have done such a poor job of selling the true value of digital metrics that GRP’s are still used in modeling rather than actual performance models that we can create with online metrics. Perhaps the one good thing that will come from this is our own industry starting to think beyond the click metric. I fear digital marketers are their own worst enemies with the continued obsession with the click.

https://www.tractionco.com/blog/235-why-digital-grps-are-inevitable

OF course in the short term it would be sensible to offer advertisers whatever they want to gain access to a greater share of marketing budgte but it’s a little sad that a major brand marketer cannot understand the value of the advertising power of web based video content or banner ads.

Given the fact that this advertiser presumably spends millions on TV based upon relatively small sample sizes of data and yet can get a much more granular overview of both online performance and audience activity and yet chooses to ignore it because it’s not presented in the same language is somewhat shocking. By pandering to this the online industry is again undermining it’s own unique stregths over other media. Shouldn’t we be pushing things in teh other direction…

It’s an interesting debate for sure but industry leaders like Google should be breaking new ground not reversing it….