Jupiter Media Metrix this week launched its Advertising Planning System – an internet media planning resource that claims to offer reach and frequency campaign estimates for the first time.

Online media planners and buyers have until now been unable to evaluate their media purchases via proven traditional methods, claims Jupiter. However, the new system will enable clients to evaluate their advertising before running work online.

It estimates the number of unique individuals that will be reached by any given ad buy according to size/site/or online channel, based on the number of gross advertising impressions (Gross Rating Points) purchased. Any particular ad buy can be evaluated by the number of unique visitors corresponding to a client’s specified demographic target.

The new resource has been constructed on the foundation of Jupiter’s 60,000-strong US audience panel, with usage measured both at home and at work. The underlying research evolved from testing on over twelve million ad-server simulations for 22 demographic entities across the 100 largest websites tracked, with around 350 different ad packages tested per site. This resulted in over 2,200 unique reach-frequency curves.

Hypes Will Hodgman, president of JMM’s measurement unit: “The bottom line is that internet advertising is moving out of its infancy. While novelty and editorial context alone were sufficient reasons to gamble an investment online in the past, advertisers today require accountability and justification for media-mix allocations.

“Given today's competitive pricing in internet advertising and the planning tools now available, there has never been greater promise of results and value in investing ad dollars online.”

Data sourced from: Daily Research News Online; additional content by WARC staff