Pipar\MEDIA has years of experience in media planning for the Icelandic market. Our consultants are specialists in their area, relying on extensive statistical data. And they are absolute wizards when it comes to translating the data into effective media plans. The department has its finger on the pulse of the Icelandic media market, media consumption, consumer behaviours and changing impact patterns. The team knows how best to reach the target demographic by determining necessary exposure and optimising media buys. Clients have direct access online and through our app to media plans and budgets. The online system allows advertisers to keep tabs on all their marketing efforts in one place.

In recent years Pipar\MEDIA has developed a specialisation in digital marketing and media planning, including social media platforms like Facebook, Instagram, Twitter, LinkedIn and YouTube. The team also handles search campaigns and banner ads through Google Ads. In concert with the digital marketing team, our media specialists also work systematically to ensure that our client's sites are search-engine optimised on a continuing basis.

Pipar\MEDIA was among the companies named on CreditInfo's Strongest in Iceland list for 2017.

Our Lingo

Reach Percentage

How many people may be exposed to the ad at least once during the ad run. In this case, reach is expressed as a percentage of the total target group—50% reach means that 50% of the people in the target demographic may see the ad.


How often the reached target group is likely to see the ad. A frequency of 2 means that people in the reached target group are likely to see the ad twice during the ad run.

Cost per Thousand Impressions (CPM)

The cost of reaching 1000 people in the target group—calculated using the media cost and the estimated number of people who will see or hear the ad based on market research. This is a useful metric for assessing and comparing cost efficiency, and may be expressed in smaller, more manageable terms depending on the size of the market—cost per impression (CPI), for example.

Gross Rating Point (GRP)

Reach percentage multiplied by frequency. The GRP is an important metric in media planning used to measure targeted exposure—the higher the GRP, the greater exposure your ad has to your target group.

Pay-per-Click (PPC)

Under this arrangement, advertisers pay for each click their ad receives. This is used by both Facebook Ads and Google Ads.


The research reports, client analyses and media plans created by Pipar\MEDIA are based on a wealth of analytics, including in-depth consumer data.

Gallup releases its TGI Consumer study (consumption/brands/media/lifestyle) on an annual basis, which provides key indicators on target demographics, consumer trends and habits and evolving social attitudes.

The team's recommendations are based on comprehensive data about the listening, reading and viewing habits of the public. For example, the specialists can determine what television programming is most popular with various demographics on each station or demographic information for the readerships of various papers and magazines. With this kind of detailed information, the team is able to formulate comprehensive media plans that optimise the client's media buy.

Gallup Media Audience Surveys

A PPM (portable people meter) is a device used to measure an individual's exposure to broadcast media, which is then used to create reports based on demographic information. The metric is very precise as the measurement takes place automatically. A sample group of about 500 people from 12 to 80 years old wears a small device that recognises inaudible signals encoded in the various broadcasts to create a record of the user's media exposure. The device then uploads the user's data nightly, creating a live stream of user data for weekly reports organised by demographics.

Print media surveys are conducted on a continuous basis over the year with reports released every quarter.

Advertising Market Research

Monthly reports are released on all advertisements appearing on television and in print during the period, which is useful in tracking the competitor activity and comparing market share.

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