From Clickstream to Brickstream 1
Earlier this week, we had an internal discussion on media metrics and on the fundamental question whether the GRP as the central media measurement unit should also be applied to digital media. While there are several tempting reasons to do so (we’ll finally understand each other, clients will find it so much easier to understand the web, imagine how easy we could embed it into our excel charts…) it simply does not make sense in the long run.
Whatever is digital is measurable. Ultimately, everything can be broken down into ones and zeros and allows therefore an unprecedented precision of measurement. While this huge advantage of digital media almost became a disadvantage in the early days of internet advertising (paralyzed by analysis and over promising 24/7 stats…) it is (finally) more and more spilling on traditional media now entering into the brick and mortar environment.
