Study box chapters •

Frequency

When a consumer sees the # of ads for a product, and frequency is positively related to their likelihood of buying it

Recency

Average length of time between exposure to an ad and the consumer’s buying decision. Media that reach customers while they’re going to a store or in a store have a recency advantage

Gross rating points (GRP)

Measure of “weight” of an advertising schedule or campaign. Sum of all rating points generated in an advertiser’s campaign

Impressions (IMP)

Impression is a metric of reach that has varying definitions. Generally, an impression is counted when the audience sees a piece of content. Similar to GRP, but with rating points translated to actual number of audience in the market

Gro Impressions (GI)

Is a measure of the total “weight” of a media campaign, usually expressed in thousands

Watch time

Usually the total amount of time people spent watching a video or video ad. Measured in seconds for individual videos. A metric of viewer retention and engagement as compared to a view, which may be measured even if a video is only played for a few seconds

Average watch time

Average amount of time viewers spent with a video ad. Measures effectiveness of ad in getting audience engagement

Of voice (OV) 

Measures the visibility of a brand or product amid all the relevant advertising competing for consumers’; percentage of all relevant advertising during a time period that belonged to the advertisers campaign

Demographics

Characteristics that are generally not changeable

Psychographics

Changeable characteristics related to lifestyle

Conversion rate

Measurement of result

Effective reach

Measures numbers of people reached and influenced by an ad

Effective frequency

Measures number of amounts an ad is presented before sales

Cost per thousand (ICPM)

Price advertiser pays to buy an ad per 1,000

Cost per conversion

Estimates the cost of the advertiser of each conversation achieved

Return on advertising spend (ROAS)

Value of conversions generated, like total revenue from sales, etc.

What is a negative of big data?

$300B