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Making the right choices in the online media planning tool shed

Date of publication: June 20, 2003

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Gerard Broussard, Jim Dravillas

Abstract:

The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodological issues and challenges for industry adoption of reach/frequency systems and automated optimizers. Since online campaigns often have hybrid direct response/branding goals, the recommendation is to use both tools, where appropriate, when planning and executing online advertising.

Gerard Broussard

Author

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Jim Dravillas

Author

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Citation

Broussard and Dravillas (2003a, June 20). Making the right choices in the online media planning tool shed. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/making-better-media-decisions-