Internet inclusive multi-media reach/frequency and optimization

The tools available to support Internet-related media planning and buying are in their early stages of development.

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...

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