Reach/frequency and optimization challenges as traditional media go digital

Date of publication: October 21, 2010


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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