Is defining an online GRP still important?

I have reason to think a lot about measurement lately. We had an exciting hire at my company, and a lot of analytical power going into our next gen of media insights for clients. The struggle to define ROI and relate traditional measures to digital measures is a pervasive challenge in conversational media - and as I dug back into the GRP conversations and comments from a few years back, I wondered if the quest for an online GRP equivalent was still relevant.

Yes online has many more variables than TV, and yes GRP is fallible, but while online media is much more than frequency, reach and GRP's - I still think as an industry we are lacking a fundamental measurement. We have great ways to measure beyond reach and frequency, but have we perfected the foundation in order to start the conversation from the right perspective?

The challenge is it isn't as easy as dividing reach and frequency, it's defining it across millions of sites, audiences and variables. I guess this is why it has taken us so long to decide what is the right way to measure digital media.

I'll leave that up to the experts ;)

Here's Microsoft's take:

Measuring online branding performance

View more documents from Yomgui.

And a detailed article from Atlas here

Next Impressions

Okay fine. I will finally separate the personal blog I began in 2005 from all the work related information I love to read and write about.

And who am I? I began my career in blog media right after graduating from the Design/Media Arts program at UCLA. I was fascinated by the new influence model emerging among bloggers and wanted to know everything there was to know about them, and help others understand them as well. I joined a start up, building the user interface for a blog monitoring platform launched at DEMO Fall 2006 (very rewarding experience), and managed our first 100 clients, working with Fortune 500 brands to explain the phenomenon taking place in media, build strategy for engaging and managing conversations with consumers online, and fast forward to today, I now work with all brands across the nation to define advertising strategies for this still growing and changing Conversational Media. I love what I do, I am passionate about understanding the shift in consumer behavior and interaction with brands, and am endlessly curious about what will be the next solution to better connect with consumers and each other.

Enter - Next Impressions. Here I will write about the brands, advertisers and companies catching my attention through new and interesting media executions.

Feel free to email me and share the brands that have reached you.

Julia