It's about time: Measuring the impact of advertising

This paper examines media impact metrics, focusing on how time can be used as an unbiased and quantifiable measure of people's attention.

It's about time: Measuring the impact of advertising

Andrew Green

Overview

"Time is what we want most, but what we use worst."

William Penn

  • For many years, reach and frequency have been at the heart of media audience measurement. Each medium presents itself to advertisers in number form: how many people will potentially be exposed to advertising in that medium. Campaigns are designed around how many from a given target audience are reached and how often.
  • But reach is not the same as impact.If it was, somebody reading an entire magazine they subscribe to every month would be...

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