In France, several authorities are claiming the adoption of a standard for measuring eyeballs across all devices.
The eGRP could help advertisers and agencies take better decision and probably help digital slots to be filled more quickly.
Even if digital advertising has been growing double digit for more than 10 years, it’s still way behind television revenue and marketers don’t trust the ability of e-video to build the same equity as the good old telly.
eGRP is on the grill since Internet was born. Yet, a couple of years ago we weren’t ready to adopt it. Sometimes not even close to talk about it. Facebook and Twitter were rising, it was the craze of web 2.0. We all felt like Seth Godin and predicted the death of the banners, the death of the marketing as we knew it. It was all about likes, engagement, pokes, blogs, personal branding, RT, friends on MySpace and so on.
Here we are today, glancing at what once were underdogs becoming listed behemoths pleasing their shareholders with shitty updates deteriorating user experiences by exposing them to massive ad formats nobody is even trying to call native anymore.
After years of trying to make something out of engagement and likes, we agree that is a failure. It worked to lure users, not to deliver efficient brand messages, besides a couple of exceptions.
Today, let’s face eGRP could finally be a good standard. Not only because every website is kneeling to it but chiefly because alternatives were blown away.