Google wants more money, and who wouldn't? The company sells roughly $38 billion a year in advertising, but wants to go after some of those TV advertising dollars - where there's more than $190 billion per year. Google's new pitch to advertisers is now: think of us like TV! Buy us like TV!
What this means is that Google are going to begin using an old-media metric calling gross rating points, or GRPs, to sell display ads and video ads. These are the two big ideas:
- GRPs are supposed to measure the size of the audience that sees a marketing campaign. Compared to the detailed, click-by-click reporting that digital media provides, they're very crude.
- GRPs are still the preferred currency for most ad buyers and sellers, who find them simple and effective.
Facebook have also joined the GRP game, where they've been pushing metric for a while now, so has ComScore, the Web measurement service. All three companies are trying to move the big dollars that brand marketers spend on TV over to the Web, which is primarily used by search advertisers.