Mainly, though, I was reminded that:
- We all have our jargon and in this converged and disrupted mediaverse we have to remember that a lot of people making a lot of decisions aren’t necessarily fluent in the currencies that other people they’re dealing with have and
- we may be seeing the end of the GRP. I recently worked on a research report for JackMyers Media Business report about measurement in the advertising and media space and found that media buyers -- meaning the folks who take the money from companies and figure out how to spend it on ads -- were talking a lot about measurement and reaching their audiences and so on, but they weren’t talking a lot about GRPs or even necessarily TRPs -- a more refined version for more closely targeting an audience. I think we might be inching toward the end or at least gross diminishment of a measure that’s been a primary currency in the advertising business for decades.... and we’re going to increasingly see people looking to hit their targets in a very targeted way.
One of the people who makes me think this way is Dave Morgan, who told me that the “behavioral targeting” technology he helped bring into the world helped achieve the “oxymoron of targeted reach” -- a huge swath of people (reach, like an advertiser gets with, say, the Super Bowl), but in a targeted way (like an advertiser gets when they know exactly who you are because you’ve registered for soemthing and send you an ad based on your preferences). He’ll be a guest on Naked Media on Wednesday at noon, ET, then On Demand later. You can watch the first interview, with Jay Rosen, here.