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An impression (in the context of online advertising) is when an ad is fetched from its source, and is countable. Whether the ad is clicked is not taken into account. [ 1 ] Each time an ad is fetched, it is counted as one impression.
Since "the required frequency changes with the product and the competitive climate it is in", [2] the purpose of the GRP metric is to measure impressions compared to the number of people in the target for an advertising campaign. [3] GRP values are commonly used by media buyers to compare the advertising strength of components of a media plan.
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TRPs are often added up by week, and presented in a flowchart so a marketer can see the amount of impressions delivered to the target audience from each media channel. TRPs can also be calculated as 100 x reach x frequency, where reach is the percent of the target audience with at least one impression and frequency is the average number of ...
A view-through rate (VTR), measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Websites or potentially offline:
Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. [1] Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness.
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Using paid social media firms run advertising on a social media platform. Earned social media appears when firms do something that impresses stakeholders and they spontaneously post content about it. Owned social media is the platform markets itself by creating/promoting content to its users. [89]