December 23rd, 2011 SkyHorse 
It’s been a while since I last wrote on my blog, and for a good reason. I’ve spent the last few months setting up a technology start-up to bring together outstanding engineering with deep online advertising understanding. Its goal is to take advantage of the gap in businesses between their great advertising ideas and their lack of engineering resources to make them work. Good engineering with advertising understanding is very hard to find. We called it ShiftForward, and you can learn more about it at http://www.shiftforward.eu
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engineering,
online media,
online-advertising,
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April 20th, 2011 SkyHorse Irreverant wake-up call presentation on social media from the guys at brand infiltration
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social,
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January 25th, 2011 SkyHorse 
In a conscient effort to help getting rid of CTR based performance measurements, I think it’s important to bring out two concepts not that familiar to online advertising professionals that are very relevant to online branding campaigns.
These concepts are the basis of any evaluation of a campaign marketing effectiveness, especially when using Behavioural Targeting and Audience Segmentation:
GRP – Gross Rating Point – Represents the proportion of users reached by a campaign from the “universe” of users (e.g. a Country total online population) and how often they were reached. In detail, GRP = Frequency x % users reached. E.g.:
- Campaign report shows avg frequency of 3
- Total UU was 15 000 000
- Total online population in the UK is 30M
GRP = 3 x 15 000 000 / 30 000 000 x 100 = 150
TRP – Target Rating Point – Represents what percentage of users reached with a campaign actually match the intended advertisers audience segment. Using the example above, if the advertiser wants to reach the “male” demographic, and the site / network delivering the campaign has a 70 male / 30 female split, then:
TRP = GRP x 70% = 150 x 0.7 = 105
Tags:
behavioural-targeting,
grp,
marketing,
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