@Roderick yes advertisers do pay to have their ad shown to the same people over and over. I believe TV media buyers/sellers use CPG metric that covers repeat viewers (Gross Rating Point).
It’s complicated though. From the way TV ratings are measured using 1% of the tv market’s audience to stations selling air and online bundled in a package that gets discounted the more you buy. And then you have markets that are still on diaries where everyone has to fill out what they watched, when, how long several days prior. Or the electronic meters where people must push a button every time they are near the TV or leave the room, even their guests. And many forget to do it. Last year Nielsen said average of 8% under reporting or over reporting due to households not using the electronic meters right. Our stations here had almost 50% drop in audience overnight when the meters went live, same has happened at every other market meters went live in.

Cable and satellite companies though are pushing for everyone to have a box so they can either offer ratings (TV stations can pay between $30-$50k monthly for the privilege to see how they’re doing) or incorporate them into ad sales with neighborhood targeting

Billboards are measured with Eye On Impressions, evidently they somehow know or factor in how easily seen the board is and on average how many people check it out. Traffic in the area also affects pricing. I found some bilboards in the miami area that were going for $720 to $1000/weekly. Digital bilboards. The ones where you glue your ad cost more as you have to pay to print the whole thing and then for someone to climb up and stick it

For which stage you are in testing, it varies. If you haven’t already, read this post: http://shockmarketer.com/calculate-statistical-significance/

I’d start with 2-4 of each size to gauge the traffic source, test the offer, and test various targeting channels. Banners are only part of the testing process. And, having too many banners will never give you statistical significance.

Aren’t billboards based on the area traffic still? I looked them up recently and I remember something called ‘eyes on traffic’ or something like that.

Curious, what about amount of creatives for media buys? How much is too much and how much is too little? I can’t decide if you should throw all 80 banners up or do 2 of each size first

Great site btw, been reading it for the past hour

Apologies!