-- The Industry`s First Audience Panel-Based Advertising Planning Tool
Extends The Methods of Traditional Media Planning to Online Media
NEW YORK, March 4 -- Jupiter Media Metrix (Nasdaq: JMXI), the global leader
in Internet and new technology analysis and measurement, today 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.
Jupiter Media Metrix Charter Program
Jupiter Media Metrix is further refining its Advertising Planning System
with a client charter program now underway. Jupiter expects the service to
become an extension of the Media Metrix syndicated product line later this
year. Companies interested in the Advertising Planning System or becoming a
charter client should contact Charles Buchwalter, vice president of media
research, at cbuchwalter@jmm.com.
About Jupiter Media Metrix
Jupiter Media Metrix is the global leader in Internet and new technology
analysis and measurement. The Company delivers innovative and comprehensive
Internet measurement, analysis and events to provide businesses with
unmatched global resources for understanding and profiting from the
Internet. Jupiter Media Metrix brings together world-class, innovative and
market-leading products, services, research methodologies and people.
Jupiter Media Metrix services include Media Metrix, AdRelevance, Jupiter
Research and Site Measurement. The Company is headquartered in New York
City.
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