Forecasting reach, frequency and GRPs on the Internet

Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands