Digital Media Buying & Reach/Frequency Metrics
CPM is spend per thousand impressions. It does not capture frequency distribution or outcomes.
Cheat sheet
CPM is spend per thousand impressions. It does not capture frequency distribution or outcomes.
What to check first
Check whether impressions were measurable and comparable across buys.
How to make the call
Use conversion lift or brand lift to assess the campaign objective.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Delhi campaign spends ₹1.5 lakh for 2 million impressions across 500,000 people.
Reveal the step-by-step solution
- Diagnose the problem.
Check whether impressions were measurable and comparable across buys.
- Work through the evidence.
CPM is ₹75 and average frequency is 4. Compare viewability and incremental reach before choosing the cheaper buy.
- Recommend and validate.
Use conversion lift or brand lift to assess the campaign objective.
More Indian cases
Interview question
How would you use digital media buying & reach/frequency metrics to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
CPM is ₹75 and average frequency is 4. Compare viewability and incremental reach before choosing the cheaper buy. Use conversion lift or brand lift to assess the campaign objective.