Online Media Planning On Par With Traditional Offline Campaigns.

Atlas DMT, an advertising technology provider and operating unit of Avenue A, Inc., announced that it has unveiled its GRP and Reach Forecaster, patent pending, the first-ever Gross Rating Points (GRPs) tool for online media. This new capability, which dramatically simplifies the process of planning a campaign, enables agency and in-house media planners to forecast online GRPs, reach, and frequency for the first time, enabling them to make apples-to-apples comparisons between online and traditional media buys.

Until now, the online advertising industry has never had a tool that combines the two types of data necessary to predict online GRPs. While the equation to calculate GRPs is well known, the difficulty to date has been in finding the necessary online data to forecast reach and frequency. Atlas DMT, creator of the Atlas Digital Marketing Suite, developed its GRP and Reach Forecaster for online media by linking its rich proprietary Internet data with data from a leading provider of web site demographic data.

GRP, the standard measurement for quantifying advertising exposure in traditional advertising, can be derived by multiplying reach times the average frequency for a buy. When GRPs are calculated for specific audience demographic groups, they are known as Targeted Rating Points (TRPs).

“This is a tremendous step forward for the advertising industry. Traditional agencies and media planners have been searching for a way to evaluate the potential effectiveness of online advertising alongside traditional media,” said Michael Donahue, Executive Vice President of the American Association of Advertising Agencies (AAAA). “Atlas DMT’s new GRP and Reach Forecaster will definitely help traditional agencies plan online advertising more efficiently.”

“Media planners need an accurate reach and frequency method for online media-one that recognizes the unique dynamics of Web usage,” said Jim Spaeth, president of the Advertising Research Foundation. “The goal of the GRP and Reach Forecaster is to help media planners easily integrate online media into the media planning process. This marks true innovation.”

The GRP and Reach Forecaster is the latest in a series of online media planning innovations from Atlas DMT that provide media planners and buyers timesaving tools, integrated data management, and comprehensive analytics that are essential for managing a successful campaign.

“There have been two major barriers to the growth of online advertising: it is highly complex and there is a lack of standardized metrics that compare online media and offline media,” said Tom Sperry, president of Atlas DMT. “Atlas DMT is solving both of these issues.”

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