RE: Frequency or reach?

From: Carmen Paulino <clpsf_at_sirius.com>
Date: Wed 18 Apr 2001 11:14:26 -0600

DAVID MCGEEHAN <dmcgeehan_at_r-effects.com> WROTE:

>What are the issues to consider when determining
>whether to focus on frequency or reach in an
>online marketing campaign?

TO WHICH JIM MESKAUKUS <jimm_at_Mediasmithinc.com> RESPONDED:

>Truth of the matter is, there isn't a really good way
>of determining either at this moment. You have to
>calculate reach long-hand like you would for unaudited
>print. As for frequency, it is impossible to determine
>what it would be unless you specifically controlled for
>frequency through the use of the adserver being
>deployed.

Regarding frequency, as Jim notes, the ad server can
limit the number of times an ad is seen by a viewer
(frequency capping). A technique we use to get a modicum
of control over frequency is to ask the ad publisher
number of impressions typically served in a period of
time, e.g., a month, and compare against number of
impressions we're going to buy. This is based on the
premise that the more impressions purchased, the more
frequently ads will be displayed. For example: If a site
serves 20 million impressions monthly, and all I can buy
are 250,000 site-wide impressions, my buy would constitute
only 1.25% of the total. On the other hand, if we buy
250,000 impressions in a specific placement on that site,
one that is well targeted and fulfills other criteria,
and that section serves 1 million impressions monthly,
then my 250,000 impressions constitute 25% of the
impressions served in that section -- a much improved
opportunity.

The focus should be on both frequency and reach (not
one or the other), as well as consistency of advertising
(advertise over a consistent extended period of time)
and proper exposure (simplistically put, maintain
consistent focus on the target market).

Carmen Paulino
Visit us @ www.xaphon.com

Visionaries. Innovators. Futurists.



Received on Wed Apr 18 2001 - 12:14:26 CDT