Jupiter says ad buys across multiple online networks are more efficient

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New York--Ad buys spread out across several online networks are more efficient than buys placed on fewer networks, according to a report from Jupiter Media Metrix Inc. Jupiter found that placing a four-week ad campaign of 4 million impressions on any one of the leading four Web sites would reach an audience of 1.4 million to 1.9 million unique visitors. Spreading out the same 4 million impressions across three of the top four sites increased the audience to between 2.2 million and 2.5 million unique visitors, the study found. “The reality on the Internet is that target audiences are often fragmented across multiple sites, thereby limiting the ability of one or just a few sites to efficiently reach a greater number of defined audience members,” said Mainak Mazumdar, head of research and product management for Media Metrix. “Conversely, advertisers looking to increase frequency in a campaign may very well lean toward advertising on fewer sites.”
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