Ready to apply some traditional media planning techniques to digital?
Although panel companies like Nielsen and ComScore have developed demographic and population estimates for digital publishers, traditional ratings and circulation metrics (e.g., Gross Rating Points, Target Rating Points, and Cost per Point) are generally not included in digital plans. Digital media plans are not including the denominators required to calculate brand metrics. Thus, it is impossible to know if a media plan achieves the advertiser’s campaign goals.
With that said, we can apply a shorthand technique to estimate audience metrics for digital media plans. Target audience metrics can be estimated for a digital media plan when the publisher’s site audience composition is known. Starting with a calculation of the expected impressions to the target audience and the size of the target audience on the internet, a planner can estimate a media plan’s Target Rating Point (TRPs) – the standard offline metric for a media plan’s target audience reach and frequency. Download the free tutorial to learn how to apply this technique and calculate target rate points for digital media.