In a recent article, Brian Wieser, Senior Research Analyst for Pivotal Research and writer of Madison & Wall, mentioned that online GRPs are inevitably set to become the new industry standard for negotiations between buyers and sellers.
The part I find most interesting is that negotiations between media buyers and sellers seems to be leaving out a vital component.
Whatever happened to the “negotiations” between advertiser and consumer?
By adopting online GRPs as the standard, the industry is committing the online platform to work like, well, TV.
And we know how effective that is for the consumer.
The online advertising objective now will be more, more, and more advertising, as more exposures leads to higher GRPs.
Yet what the consumer is telling us, in regards to online advertising, is that less is more.
But the consumer wasn’t invited to these negotiations.
Ironic, isn’t it?
I mean how wise is it to negotiate between buyers and sellers, without including the ultimate buyer in the discussion?