Hoping to set a new industry standard, Google has announced a new plan to measure online advertising.
The new plan is being called Brand Activate which is designed to “reimagine online measurement for brand marketers”. With better metrics, hopefully marketers will feel more comfortable allocating more money to online advertising.
The first two components of Brand Activate are Active View and Active GRP. Active View’s proposal stated it will count a viewed ad impression as one that is at least 50% viewable on the screen for at least one second. Active GRP will calculate the reach and frequency of a campaign, but let advertisers react in real time.
A further explanation can be found in the video below