Name it. All industry initiatives need a name. Let’s call ours the « Werp » (WRP).
Creative unit. TV uses the 30-second spot. Let’s start by allowing any of three IAB approved units to count: the medium rectangle, the large rectangle, or the half page.
Time and clutter. TV’s use of the 30-second spot solves two problems that have plagued us online. It gives advertisers 100% share of voice, and it (sort of) guarantees an exposure time. Let’s propose that for an ad exposure to count towards a WRP, it must be the sole marketing message in focus for a minimum of five seconds.
Calculating WRP’s. Works exactly the same as GRPs. Reach frequency.
Audience reporting. Eventually, we’d want to have WRPs by day part. But as a modest beginning, and so as to gracefully transition publishers from the 30-day cumulative measure, let’s start with total weekly WRPs at the site level.
Ce bulletin a été publié le Lundi 22 février 2010 10:19 et est classé dans Audience Analytic Tools (Outils d'Analyse d'Audience), Best Off, Television / IPTVVous pouvez suivre les réponses à ce bulletin avec le fil RSS 2.0. Vous pouvez répondre, ou faire un rétro-lien depuis votre site.
Bulletins (RSS)
et