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


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).