The Internet is not at all easy to measure consistently and, importantly, in a way that is relevant to media buyers and sellers. This is, at least in part, why the Internet has struggled to grow its share of advertising spend. Site-centric methodologies are useful in determining the absolute number of pages served by a site and can provide complementary information to user-centric metrics. However, the basic audience information that advertisers are accustomed to when planning and evaluating campaigns using traditional media can only be provided consistently and meaningfully by panel-based measurement systems.
In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about advertising campaigns, the PMEC formula is not practical in day-to-day use. The authors then outline a simulation system based on consumer panel data that was used to build a pragmatic model which produces nearly identical estimates as that produced by the PMEC, but is easier to use in a fully developed Internet reach and frequency planning system. Results from the new model, Coffey-Mazumdar Internet Reach &Frequency model (CMIRF), are compared to those of the PMEC model. Last, a summary of learnings and an outline of potential applications are provided.
This paper provides an in-depth analysis of site-centric measurement, the issues associated with this approach, and a discussion of the differences between site-centric measurement and user-centric measurement. The paper investigates the new standards set by site-centric measurement that need to be integrated into traditional methods. The research community can take steps to help the advertising industry establish the value of Internet audiences by understanding site-centric measurement and integrating its value with traditional measurement alternatives.
The ongoing 'Future of the Internet according to kids' study reveals children's opinions on how this medium is changing the way that they communicate. Understanding media consumption patterns, information sourcing, e-commerce influences and technology acceptance for children is vital to understanding and forecasting how marketing and communications will change in the future as they become adults. This age group must be treated in ways sensitive to their stage of development and vulnerability. This study allows marketers to identify current issues and opportunities to help them draw meaningful conclusions that can be used to develop responsible online youth marketing and advertising initiatives.
The Internet makes it easier to break target groups down to the level of 'one to one' marketing. Although this marketing dream is definitively a technical possibility, in practice it appears to be very difficult. People do not like to be approached uninvited via e-mail and the effect of commercial e-mail campaigns is unclear, however well targeted they might be. It is in this context that TPG Post, the Dutch-based (international) postal services company, decided to develop the E-mail Monitor in cooperation with Pro Active International. As the focus of this paper is on consumer behaviour, the authors have targeted the first stage of the E-mail Monitor, which is used to determine what combination of mail and e-mail can best be used to achieve the desired effect.
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.
During 2001, CESP conducted an audit of the three Internet audience panels currently serving the French market, focusing as much on their enumeration surveys as on the panels themselves. This paper presents the various stages of the audits and the methodological issues involved in each phase as well as highlights certain elements often underestimated and yet with an influence of great importance on the quality of results. The current situation of the rival operators is presented, as well as the prospects for their new service offerings, as far as it is possible to know this given the highly uncertain current environment and giving equal attention to the French and international markets.
This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory.
The tools available to support Internet-related media planning and buying are in their early stages of development. Being mostly impression and/or page view-based, these tools are unable to account for reach, frequency of exposure and total multi-media campaign effectiveness. This work seeks to advance the quality of available Internet related media planning and buying tools through the development of: 1) an Internet site reach/frequency model; 2) a means for integrating Internet and non-Internet vehicle audience data; and 3) an Internet inclusive multi-media reach/frequency system.
Predicting reach and frequency on the Internet is a difficult problem. Nevertheless, it is the central problem facing marketers who wish to effectively plan branding campaigns or maximize the number of web users who see advertisements. This paper presents a methodology for predicting reach, frequency, effective reach, and Gross Rating Points (GRPs) online. Additionally, the role these metrics play in online media planning will be illustrated.
The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The study, led by the author in partnership with Unilever, MSN, the ARF, the IAB and supported by Dynamic Logic research technology, provides a real-world, side-by-side, dollar-for-dollar comparison of television, magazine and online effectiveness. It sheds new light onto the complementary nature of online and offline advertising and reinforces the idea of 'surround sound marketing'. This paper focuses primarily on the history and challenges of cross-media measurement and the path-breaking methodology and analysis. The paper examines the methodology that helps the industry surmount the challenges of online/offline measurement while meeting the need for clear insight into the relative value and synergy of advertising across online and offline media.