GRP

Google announces Brand Activate Initiative for online advertising, hopes to establish new standard

Source: http://www.engadget.com/2012/04/18/google-announces-brand-activate-initiative-for-online-advertisin/

When Google makes a new move in advertising, people are bound to take notice, and it’s made a fairly big one today. It’s announced what it’s dubbed the Brand Activate Initiative at the Ad Age Digital Conference today, something that initially consists of two new services for advertisers: Active View and Active GRP. The latter is a so-called gross rating point metric that’s modeled to some extent on TV advertising, while Active View is something that Google hopes will become a standard for all online advertising. In short, it measures both how long an ad remains on a person’s screen and how much of it is viewed — if at least 50 percent of it is viewable for at least one second it’s counted as an viewed impression. Both of those options are rolling out today, but they’re apparently just the beginning of the broader initiative. You can see Google itself explain it in the video after the break, and on its DoubleClick blog linked below.

Continue reading Google announces Brand Activate Initiative for online advertising, hopes to establish new standard

Google announces Brand Activate Initiative for online advertising, hopes to establish new standard originally appeared on Engadget on Wed, 18 Apr 2012 13:21:00 EDT. Please see our terms for use of feeds.

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Wednesday, April 18th, 2012 news No Comments

Digital Footprint Score ™

UPDATED:  March 5, 2013

luxury hotels Digital Footprint Score March 2013

 

Digital Footprint Score 13.3  (2013, March)

Site: 1) visits per person, 2) pages per visit, 3) Hubspot Marketing Grade

Search: 1) domains linking in, 2) keywords driving traffic, 3) # pages cached

Social: 1) Klout Score, 2) Kred Score, 3) bitly clicks

 

UPDATED:  April 5, 2012

Digital Footprint Score - 2012 April Luxury Hotels

UPDATED: March 16, 2012

The version of the score below is 12.3 (which means year 2012, month 3).

Digital Footprint Score 12.3

 

Site

– Hubspot overall marketing grade, indexed against others in the industry/sector
– pages per visit
– visits per unique user

 

Search

– keywords driving traffic
– sites referring traffic (inbound links)
– # of pages cached by Google

 

Social

– Kred Influence score, indexed against others in the industry/sector
– Kred Outreach score, indexed against others in the industry/sector
– Facebok Fans

 

Mobile

– unique mobile content or mobile version

 

 

 

UPDATED:  April 5, 2011.

The Digital Footprint Score(tm) is a metric that will be published quarterly by the Digital Strategy Institute.

The parameters that go into it are the following – under 4 vectors, 1) site, 2) search, 3) social, and 4) mobile.

The version of the score below is 11.4 (which means year 2011, month 4).

Digital Footprint Score 11.5

Site
– pages per visit
– visits per unique user
Search
– keywords driving traffic
– sites referring traffic (inbound links)

– # of pages cached by Google

Social
– twitter followers
– unique retweeters
– unique mentions of handle

Mobile
– unique mobile content
– mobile app?  (1/0)

Meaningful comparisons are made among brands in the same industry/category, using the raw DFS score. the indexed DFS score can also give directional indication across industries (e.g. which industries as a whole are better in digital than others).

The parameters that go into the score were chosen mainly on the following criteria — that they are easy to obtain, easy to understand, AND straightforward to impact. For example if you have a low pages per visit parameter, then you impact that by adding more content pages to your site.

UPDATE:  March 25, 2011.

Digital Footprint Score 11.4

Site
– pages per visit
– visits per unique user

Search

– sites referring traffic (inbound links)
– keywords driving traffic

Social
– twitter followers
– unique retweeters

Mobile
– excluded in this version

DFS Score for fashion (highest)

Digital Footprint Score 11.4 - Fashion (Highest)

digital footprint score (lowest) fashion

DFS Score for Fashion Brands (lowest scores)


Original Post

The Digital Footprint Score(tm) is a new multi-metric index that helps brand marketers assess their digital marketing activities and compare it in apples-to-apples fashion to other brands in similar categories.

It takes parameters from the following 4 key areas: 1) site, 2) search, 3) social, and 4) mobile. It can be used to inform digital strategy and digital marketing tactics — those tactics will impact these parameters and improve the brand’s digital footprint score.

It is deliberately focused on measurable actions created by users NOT the size of the audience to which the ad was delivered, as in the case of the following 2 old metrics.

Source: http://en.wikipedia.org/wiki/Gross_Rating_Point

Gross Rating Point (GRP) is a term used in advertising to measure the size of an audience reached by a specific media vehicle or schedule. It is the product of the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign. For example, a TV advertisement that is aired 5 times reaching 50% of the target audience, it would have 250 (GRP = 5 x 50% –) i.e., GRPs = frequency x % reach. To arrive at your total Gross Rating Points, add the individual ratings for each media vehicle you are using. You can also calculate GRP by dividing your gross Impressions by the population base and multiplying the answer by 100. GRPs are also used by broadcasters to sell their advertising space to potential customers.

A related metric is TRP, or Target Rating Point, a measure of the purchased targeted rating points representing an estimate of the component of the targeted audience being reached by an advertisement.

DFS score (digital footprint score)

Digital Footprint Score Trademark

See also – online reputation management

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Branding is still a useful activity? Reach and frequency is still a useful metric?

Source: http://community.microsoftadvertising.com/blogs/analytics/archive/2009/07/06/getting-back-to-basics-why-web-advertising-needs-traditional-media-metrics.aspx

Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics

posted Mon, Jul 06 2009

by Young Bean Song MSFT

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels.

continue reading Young Bean Song…

My response…

RE: “Patty Wakeling, an industry veteran who leads Unilever’s Global Media Insights Group, recently reminded me that in today’s retail environment, the choice between the branded versus the generic option are separated by less than an inch on the shelf. It was a sobering reminder of the power of branding, and why so many companies are willing to spend so much to build their brand equity.” But in the case of Whole Foods’ own store brand, 365, many people perceive it to be better than branded options (or at least equivalent). So they tend to choose to buy the 365 product instead. In other cases, what used to be brand equity/value is now perceived as an undesirable premium. Take another example — the rise and popularity of Trader Joe’s where 80% of the products sold are house brands. Consumers care about the product and its quality and value; consumers no longer care (as much) about the brand that is slapped on the package if the contents inside suck.

A brand used to be a mark or symbol burned onto a cow’s butt to signify what ranch it came from. And if people knew the ranch had a good reputation for raising healthy cows, they would buy the cow. The brand helped simplify the purchase decision. These days, advertisers carefully manicure “brand messages” and shout them at target consumers using various one-way channels such as TV, print, radio, and banner ads. But like Scott Cook, Intuit, said, “A brand is no longer wht we tell the consumer its – its what the consumers tell each other it is.” So branding as we know it (advertisers shouting claims at target customers) is less relevant or even unwanted entirely by modern consumers. And brand equity, which used to be a large, fungible item on the balance sheet (technically known as “good will”) may be far less valuable today. Consumers don’t just take the advertisers’ word for it; they will do their own research and buy what is actually valuable and useful.

Companies that actually develop useful and valueable products or services that consistently deliver on their promise — Apple, Drobo, Zappos, JetBlue, etc. — can even cut out their brand advertsing entirely because their brand IS their consistent delivery on the promise of value and usefulness. For example, has Apple EVER claimed they have awesome design and are easy to use? NEVER! But their products consistently deliver on those 2 attributes. So that’s how modern users would describe Apple’s brand to their friends.

A “brand” is earned over time. “Branding” is no longer a useful activity (and furthermore it is damned expensive — media costs — and ineffective — because it is the advertiser making claims that modern consumers don’t believe, assuming they saw the ad in the first place).

From AdAge — people buying private label, generics, or store brands (quality of which are pretty comparable to name brands)

Private Labels winning the battle of the brands
http://adage.com/article?article_id=134791

What do you think?

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Wednesday, July 8th, 2009 digital 3 Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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