The research explained in this paper seeks to address some of the unanswered questions relating to how receptivity to online advertising fluctuates depending on the underlying motivations of Internet users.This study recognizes that one of the key unique attributes of the Internet is that users can perform a great range of activities online - activities spurred and fueled by very specific motivations. Ultimately, the goal of this research is to help marketers understand how these various motivations relate to receptivity to online advertising.
The research described in this paper provides a new look at how consumer behavior insights can be utilized to maximize the effectiveness of an online media plan. Specifically, the paper focuses on two key areas of online measurement currently not available through syndicated online audience data tools: online inventory distribution and online inventory duplication.Ultimately, the insights generated in this analysis are framed in the context of media planning, and various tactics are then discussed within this framework.