Online Reach/Frequency and GRP ’ s

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 can ’ t do our work. ” Eryck Rebbouh, Co-President Carat Europe, ARF/ESOMAR Keynote, Week of Audience Measurement, June 2002

What can we use R/F for? What ’ s 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?

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, 5 th edition

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 R&F Committee

UCMs User Centric Measurement –Nielsen NetRatings –comScore Media Metrix

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 ”

SCMs Server Centric Measurement –DoubleClick (DFA) –Atlas DMT –Bluestreak

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

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

Other Players Traditional Media Research Reporting/Software Companies –IMS –Telmar

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

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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