Internet Inclusive MultiMedia Reach/Frequency And Optimization
Theories and techniques for an evolving media space
James H. CollinsScarborough Research andDaniel T. Mallett, Jr.Daniel Mallett Associates
Introduction
To date much Internet siterelated planning and buying utilizes some measure of gross impressions, be it founded on a sitecentric, servercentric or usercentric measurement methodology. Generally, where possible the media research community has attempted to develop Internet exclusive and multimedia Internet inclusive campaigns using relatively simple impression based metrics for individual site/domain selection. Lacking from such an approach are: 1) recognition of the degree to which a campaign reaches persons through...