Forecasting reach, frequency and GRPs on the Internet

Date of publication: June 12, 2002


Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper presents a methodology for predicting reach, frequency, effective reach, and Gross Rating Points (GRPs) online. Additionally, the role these metrics play in online media planning will be illustrated.

John Chandler-Pepelnjak


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