The Methods of Traditional Media Planning To Online Media.

Jupiter Media Metrix introduced the first rigorous, research-based Internet advertising planning system, enabling media planners and buyers to calculate in advance the results their media buys can be expected to achieve. By employing its proven methodology and heritage in Internet and media research, Jupiter’s Advertising Planning System applies the
reach-and-frequency planning model of traditional media to the Internet, enabling companies to evaluate advertising effectiveness and efficiency before running their campaigns, as opposed to expensive and inefficient trial-and-error practices.

“The provision of viable reach-and-frequency models for the online media is a watershed event,” said Jim Spaeth, president and chief executive officer, The Advertising Research Foundation. “They lay the essential groundwork for
effective cross-media campaign planning. We’re intrigued with the audience panel-based approach developed by Jupiter Media Metrix.”

“This is a major breakthrough in the evolution of Internet research and advertising,” said Will Hodgman, president of Jupiter Media Metrix’ measurement business. “The bottom line is that Internet advertising is moving
out of its infancy. While novelty and editorial context alone were sufficient reasons to gamble an investment online in the past, advertisers today require accountability and justification for media-mix allocations. Given today’s
competitive pricing in Internet advertising and the planning tools now available, there has never been greater promise of results and value in investing ad dollars online.”

Advertising-Exposure Measurements for Online Media

Jupiter’s Advertising Planning System reliably estimates the number of unique individuals that will be reached given an ad buy of any size on any site or online channel, based on the number of gross advertising impressions,
or Gross Rating Points (GRPs), purchased. Moreover, the tool determines the number of unique visitors reached in the client’s specified demographic target with a particular ad buy. Coupled with the average frequency of exposure, the
system reports the Target Rating Points (TRPs) for each element of the buy and the campaign in total targeted to a specific demographic. Finally, pairing the TRPs and GRPs with a detailed cost analysis allows planners to adjust
proposed campaigns to allocate ad spending more efficiently, and to quantify the benefit of spending on the medium overall.

“It has become increasingly clear that offline and online planners need a commonly accepted media planning language,” said James Hering, director of interactive marketing for Dallas-based Temerlin-McClain. “The Jupiter Media
Metrix Advertising Planning System holds great promise in helping us evaluate online campaign alternatives in the same terms that we currently evaluate traditional media campaigns.”

Media Planning Across All Web Sites and Networks

Jupiter’s Advertising Planning System was built using its 60,000-member U.S. Internet audience panel, which is the longest running and most accepted. All Web sites and online properties are evaluated at both home and work, and can be included in media planners’ campaign analysis. Unlike other advertising planning models, Jupiter’s Advertising Planning System is not dependent on specific ad-serving systems. All sites and networks are measured consistently, providing the most reliable and comparable data.

Methodology

The Jupiter Media Metrix Advertising Planning System is based on the empirical study of advertising campaigns, validated by further analysis of the statistical and probability theory underlying the model. The model has been tested and validated by conducting over twelve million ad-server simulations for 22 demographic entities on the 100 largest sites, resulting in the robust, validated formulas used in the System. Starting with detailed page-view data from the Media Metrix audience ratings, over 350 ad packages representing different inventory levels have been tested for each site, resulting in over 2,200 unique reach-frequency curves. The model calculates duplication among users of different sites, as well as the marginal costs of reaching the next 1,000 users, essential insight for any campaign optimization.

For more information at http://www.jmm.com