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The software giant announced on Thursday a new collaboration with consumer measurement firm ComScore to design a digital media-planning service dubbed the Reach and Frequency Planner (RF Planner).
The goal of the RF Planner will be to help brand advertisers better measure and track their online-ad campaigns. Advertisers would be able to more easily determine and predict how consumers will respond to their digital ads.
joined:July 29, 2007
The company points out that ad budgets for brand advertisers account for about two-thirds of the $186 million U.S. ad market. But only 5 percent of those dollars are spent on Internet advertising.
edit: good for website owners = not so good for newspapers, i'd expect a stronger push for internet retail taxes and regulations if that 5% figure raises much, assuming it's accurate.