Forecasting Reach, Frequency And GRPs On The Internet
John ChandlerPepelnjakAtlas DMT
Introduction
When planning an online advertising campaign, there are several levels of questions that require answering. At the most tactical level is the question of where one should buy media to most effectively achieve one's goals. At the other end of the spectrum are strategic questions of how much money to allot to various media. This paper applies most directly to the former question. Accurate reach and frequency forecasts are the critical metric in planning a branding campaign. We will show how the absence of these metrics makes...