The Power of Reach and Frequency In the Age of Digital Advertising: Offline and Online Media Demand Different Metrics

Yunjae Cheong, Federico de Gregorio and Kihan Kim

A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models.

The Power of Reach and Frequency In the Age of Digital Advertising: Offline and Online Media Demand Different Metrics

Yunjae Cheong

University of Alabama

Federico de Gregorio

University of Akron

Kihan Kim

Seoul National University

INTRODUCTION

In recent years, the Internet has become a mainstream medium for advertisers. The number of media outlets and advertising formats has expanded rapidly and aggressively and continues to expand; patterns of media consumption have constantly changed; and syndicated research firms have come to provide marketers with more—and more sophisticated—data (Turk and Katz, 1992; Edelman, 2007; Plummer, 2007; Kelley and Jugenheimer, 2008).

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