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Article: Internet's Holy Grail in sight: Numbers to please ad buyers.(Brief Article)
- Article from:
- Advertising Age
- Article date:
- August 5, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Internet was once famously called the most measurable of all media. Now, it's about to be plunged into the world of traditional media planning, where reach and frequency are the metrics of choice and little is precise.
Researchers, online ad serving companies and operations that sell media planning software to agencies are racing to offer reach and frequency planning tools for the Internet. The end result: For the first time ever, media planners will have workable tools to compare the Internet to TV, radio and magazines.
``If we want to grow the Internet as [an ad] medium, we have to figure out a way for advertisers to understand the medium,'' says ...