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Bringing traditional media planning techniques to online media planning

Let’s say you want to reach your target market online and your key demographic is men ages 14-34. Are 400k impressions on one site better or worse at reaching your target audience than the 33k impressions on another site?

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. Download the free tutorial on how to calculate target rate points for online advertising here.