The reach and frequency approach to advertising planning on the Internet
In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about advertising campaigns, the PMEC formula is not practical in day-to-day use. The authors then outline a simulation system based on consumer panel data that was used to build a pragmatic model which produces nearly identical estimates as that produced by the PMEC, but is easier to use in a fully developed Internet reach and frequency planning system. Results from the new model, Coffey-Mazumdar Internet Reach &Frequency model (CMIRF), are compared to those of the PMEC model. Last, a summary of learnings and an outline of potential applications are provided.
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