Using Reach/Frequency for Web Media Planning
研究了传统媒体策划中的到达率和频次概念在网络媒体中的适用性，发现Beta二项分布模型能最准确估计网络媒体排期的受众，对广告主和媒体策划者有用。
The potential usefulness and viability of the twin concepts of reach and frequency in traditional media planning are discussed and examined in this study. It is suggested reach/frequency estimation will become the next main issue once Web audience measurement issues are addressed. Results of testing standard/nonstandard reach/frequency estimation methods on a sample of 7,162 respondents show that for the six models studied all except the binomial estimate reach/frequency within acceptable limits of error. One of the oldest and simplest models, the Beta Binomial Distribution (a.k.a. the Metheringham Method), provided the greatest accuracy of estimation. This finding illustrates the simplicity of audience exposure patterns to the top 50 sites included in this study. Even at this early and unsettled stage in the development of audience exposure patterns for the Web, methods of reach/frequency estimation can provide accurate estimates of the audiences of media schedules containing this media type.