Online Reach/Frequency and GRP

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Online Reach/Frequency and GRPs
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Why Do We Need Online Reach Frequency Tools?

• Without audience measurement, there is no
  assets, no value, no property, no profit for
  media companies.Without media audience
  measurement, we cant do our work.
• Eryck Rebbouh, Co-President Carat Europe,
  ARF/ESOMAR Keynote, Week of Audience
  Measurement, June 2002

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What can we use R/F for?

• Whats the maximum reach that you can achieve?
• Which sites should you buy?
• Would a collection of small sites be better than
  a collection of channels within one of the major
  portal sites?
• Is it worth paying a premium for frequency
  capping vs. letting the impressions fall
  naturally?
• What does online add to offline reach and
  frequency?
• Does online allow you to get better coverage of
  consumers that you are missing (or
  under-delivering) with offline advertising
  vehicles?

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Reach Definition

• Reach is the number of different persons or
  homes exposed to a specific media vehicle or
  schedule at least once. Usually measured over a
  specific period of time, e.g., four weeks. Also
  known as cume, cumulative, unduplicated, or net
  audience.
• Source Sissors Advertising Media Planning, 5th
  edition

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Online Reach Definition

• Internet reach is the number of different
  persons or browsers exposed at least once to an
  Internet advertising message over a specific
  period of time, usually four weeks, but
  preferably measurable in other periods of time
  such as weekly. Frequency is the average number
  of exposures to the advertising message among
  those reached by the message over a certain
  period of time, such as four weeks, or one week,
  etc.
• Source ARF Online RF Committee

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UCMs

• User Centric Measurement
• Nielsen NetRatings
• comScore Media Metrix

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Shortcomings of UCMs

• Missing Out-of-home audiences
• Relatively low sample sizes
• No specific adview data unavailable inventory
• No paired duplication data of actual campaigns
• Improper use of Reach

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SCMs

• Server Centric Measurement
• DoubleClick (DFA)
• Atlas DMT
• Bluestreak

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Shortcoming of SCMs

• Cookies vs. unique, specific people
• Missing traditional demographic characteristics
• Can geography (e.g., US) be properly determined?

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ARF Recommended Solution

• Ideal, Good and Acceptable
• merging of UCM and SCM data.
• 1. Direct Linkage
• 2. Data Fusion
• 3. Data Integration

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Other Players

• Traditional Media Research Reporting/Software
  Companies
• IMS
• Telmar

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Current Marketplace Products

• WebRF On IMS using NetRatings data
• Custom WebRF WebRF server data
• Atlas DMT Proprietary interface using comScore
  survey data and Atlas ad serving data
• Media Metrix Excel worksheet
• WebPlan On Telmar, waiting for data

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Anticipated Products/Data Releases

• New comScore Media Metrix release for R/F Should
  be in use shortly by Telmar and Atlas
• DoubleClick Media Visor WebRF incorporation
• Atlas DMT Desktop version
• Bluestreak unannounced product anticipated

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To get a copy of this

• email smith_at_mediasmithinc.com