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RESEARCH, ANALYSIS & TRENDS
Though, the meaningfulness is limited because the of advertising measurable and maximizable,
result expresses only the ratio between net reach and advertisers need to be vigilant in enabling them
average contacts in the target group, with GRP holistically to demonstrably gain insight into the actual
optimization often favoring inadequate contacts among success and effectiveness of their campaign.
most users, while a smaller portion is over-penetrated.
This leads to an inadequate advertising impact, thereby None the less, digital media has the great advantage of
overstating the inadequate costs of the campaign. being measurable, comparable and optimizable: a goal
that every advertiser should pursue. ◊
To efficiently perform measurement, comparability and
optimization, external (measurement) tools and functions
in the DSPs could be useful. In order to make the impact By Daniela La Marca
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
