Nielsen Online Campaign Ratings

Francesca Hills

GRP's have been successfully used for TV planning and measurement since the 1950's but has had little application outside of broadcast.

Nielsen Online Campaign Ratings

Francesca Hills

Background

GRP's have been successfully used for TV planning and measurement since the 1950's. However, this TV planning currency has had little application outside of broadcast. In fact, the birth of online advertising in 1994 resulted in a parallel and competing universe of data-driven planning tools and metrics with nearly infinite granularity and control. In the intervening years the industry has tried to bridge the gap between these worlds. The most frequently suggested solution has often been an online GRP. Various initiatives have been launched over the years, now including Nielsen's new Online Campaign...

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