Reach/frequency and optimization challenges as traditional media go digital
A solution from Out-of-Home

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Author(s): Tony Jarvis
Collection: WM3 - Worldwide Multi Media Measurement 2010
Keywords: Audience Research

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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.




Date of publication: 21.10.2010
ISBN: 92-831-0246-0
Order Code: 56363_10
Number of pages: 23

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