The concept of video GRP aims to replicate the GRP calculation method for online advertising campaigns. Unlike TV GRP, which considers ad viewing time, video GRP takes into account viewability time and the portion of the screen on which the ad is displayed. For example, a pre-roll video viewed for half its duration and with only 80% of its screen visible will count as only 0.4 ad impressions in the video GRP calculation.

Initially designed for in-stream videos, video GRP must now be applied to all online video formats, such as in-banner or in-text videos. In addition to an online panel, calculating video GRP requires the use of ad viewability measurement tools. This concept is positioned as a partial solution to the major challenge of GRP on the internet, aiming to provide advertisers with familiar benchmarks and bring video advertising closer to television advertising. Ultimately, it could also allow for the calculation of an overall GRP.

In short, the video GRP, as presented by Médiamétrie, is part of an approach aimed at adapting the calculation of online advertising audience and bringing the field of online video advertising closer to that of television.