Abstract:
The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account for reach, frequency of exposure and total multi-media campaign effectiveness. This work seeks to advance the quality of available Internet related media planning and buying tools through the development of: 1) an Internet site reach/frequency model; 2) a means for integrating Internet and non-Internet vehicle audience data; and 3) an Internet inclusive multi-media reach/frequency system.
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Multi-media reach/frequency and optimization
Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: James H. Collins, Daniel T. Mallett, Jane Mulligan Traub
 
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Reach/frequency and optimization challenges as traditional media go digital
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Research Papers
Integrating Internet site audience measurement into media planning and buying
Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Authors: James H. Collins, Manish Bhatia
Company: Nielsen
June 1, 2001
