South African Debut for Online Ad Measure

In South Africa, media strategy agency Acceleration Media has launched an online audience measurement tool, to enable users to forecast reach and frequency for online advertising campaigns.

The new Gross Rating Points (GRPs) solution combines the firm's own ad-serving data with demographic information from the OPA/Nielsen panel.

GRPs are used to summarise the exposure opportunities for all the elements in a media schedule. The system has been designed to measure how successfully and efficiently an ad reached its target audience, and whether the ad influenced the audiences' attitudes towards, perceptions of, and behaviours around a brand.

The firm says its metric can determine how many people had a chance to see a brand's message, as well as the percentage of the total target population this reach represents.

'GRP has the advantage of providing a simple and intuitive way for media planners to compare performance across media,' states New Business Director Marcus Stephens. 'By comparing media in a uniform way and understanding the budgets we need to achieve our expected reach and frequency, we are able to drive better performance across all channels.'

Web site: www.accelerationmedia.co.za .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.