Reach/frequency and optimization challenges as traditional media go digital
The 'long tail' of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the 'bottom up' as individual media units are selected and combined one at a time. This paper describes a 'top down' solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.
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