Gross Rating Point (GRP)

What Is GRP in Native Advertising?

Gross Rating Point (GRP) is a metric used to measure the reach and frequency of native advertising campaigns across various platforms.

Examples of GRP Use

• Cross-Platform Campaigns: Calculating reach for ads shown across mobile, desktop, and social channels.
• Frequency Management: Measuring how often users are exposed to an ad.
• Audience Estimation: Estimating the total impact of an ad based on its reach.

Key Points about GRP

• GRP helps advertisers understand total audience exposure.
• Commonly used in large-scale or multi-platform native advertising campaigns.
• Assists in balancing reach and frequency to optimize campaign impact.

GRP Best Practices

• Monitor GRP to prevent ad fatigue from overexposure.
• Use GRP as a benchmark to compare performance across ad channels.
• Combine GRP with engagement metrics to gain a fuller picture of ad impact.

Considerations

• Higher GRP doesn’t necessarily mean better engagement.
• Works best for broad, awareness-focused campaigns rather than targeted conversions.
• Calculate alongside other metrics for a comprehensive campaign evaluation.