The Power of Reach and Frequency in the Age of Digital Advertising
调查了104位美国广告公司媒体总监，发现传统触达与频率指标仍用于线下媒体评估，但线上媒体更多依赖定性评估和成本指标，且对计算机模型的满意度下降。
<h3>ABSTRACT</h3> A survey was conducted of 104 U.S. advertising-agency media directors regarding current practices in media-schedule evaluations—for both offline and online media—and the application and perceptions of reach-and-frequency estimation models. Results suggest that traditional exposure-based criteria such as reach-and-frequency distribution remain important and often are used in evaluations of offline media schedules. For online media, however, a majority of agencies rely on qualitative assessments followed by cost-based criteria or Internet-specific measures (page views). The findings also indicate decreased levels of satisfaction with computerized reach-and-frequency estimation models compared to media directors in the mid-1990s. The authors urge continuous validation of model accuracy and development of new reach-and-frequency estimation models.