• by Joe Mandese  @mp_joemandese, November 6, 2008

Ask Brian Fitzgerald, President and Co-founder, Gorilla Nation, what his biggest pet peeve is concerning the way agencies plan advertising network buys, he’ll tell you it’s that there’s “too, too much focus on reach.”

In fact, that’s just what he said during the “Long Tail Wags Back: Can Ad Nets Be Media Companies?” panel at OMMA Ad Nets, noting that some planners will simply look down a comScore ranking and say, “You’re No. 3 â€" Check!”

“They should really be looking at how many pages are being consumed, how many pages per visit,” Fitzgerald suggested. “I’d rather be getting the right frequency with the right share of voice... and I’d rather do that across five or six really relevant networks.”