Both are integrated into adservers DART, and Atlas, respectively. It is also possible to do Reach/Frequency-related reports in ad serving systems. While these are not comparable to offline “reach” terminology, they do mimic some of the same activities: cross-site duplication of campaigns and campaign (rather than site) reach and frequency. While none of these tools are perfect, they’re a significant step in the right direction.
Have we all agreed that real time measurement and analysis means we don’t need to force fit an old model?
Maybe …this is definitely a valid point. With the widespread adoption of online video, and the onslaught of digital video opportunities it is very promising to think that we may be able to move away from the “mythical Neilson home” measurement of ratings.
Today we are using online RF to plan against communication goals, using reach as a planning tool to measure audience penetration. We don’t hold much stock in these numbers as soon as the plan goes live. Of course in the world of online, this is when the real work begins. Optimizations based on performance, not fantasy. While RF is a great tool out of the gates, I implore planners to use the real time information you have, such as cross-site duplication and frequency conversions.
Online frequency capping turned out to be an incredible strength and tool when looking to convert. Let’s not try to retro-fit online, just make sure that your clients flowcarts don’t have a blob of impressions where it says “online.” We owe ourselves more than that.
The money has finally arrived, so we forgot… or kept our mouths shut ?
Yes and yes. Lets be honest, the money is flowing and free time is at an all time low. According to Deutshe Bank, 2006 is predicted to bring in $15.1 Billion. That’s up from about $6 Billion in 2003. If online RF was a means to an ends, then the ends got here sooner than we expected. It’s hard to worry about such trivial things when we are now actually trying to deliver on this enormous increase in demand for online advertising. Finally the results and measurability online advertising offers are speaking for themselves.
So let’s consider the debate dead for now, but with good reason. If you asked me in 2002, I would have said that by 2006 I would be watching TV on my cell phone, driving a hybrid car, and buying my online media from publishers solely on GRPs and TRPs (Target Audience GRPs). Two out of three ain’t bad.