The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world.

The Reach And Frequency Approach To Advertising Planning On The Internet

Steve CoffeyCoffey & Associates andMainak MazumdarJupiter Media Metrix

Introduction

Some proclaimed that the Internet was to be the most measurable of media in its earliest days, that all the challenges facing television, print and radio measurement for advertising planning would not impact this new medium. Measurement professionals knew that this was not so and would remain unlikely since the concern of measurement is to anticipate how many and which people will see an advertising campaign. And wherever there is measurement of people, there are measurement...

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