This paper provides some of the guiding principles towards defining a genuinely agreed currency that will allow the Internet to be recognised and used as a medium among other media, primarily by those mainstream advertisers who do not sell or distribute their products online. The online advertising industry is in dire need to see them embrace the Internet now as opposed to later (or never). For this reason, the authors' recommendations are pragmatic as opposed to idealistic; solutions will focus on a combined use of the panel and server based techniques presently in place. But at the same time, they haven't omitted to reflect on the concept of an Internet currency, according to the needs of the industry. All media have needed this first step of establishing a set of measurement conventions. This currency must be: consistent with those from the other mass media; harmonised throughout different countries; and efficient for media planning and buying purposes.
This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper focuses on the use of GPS in Outdoor Research, weighing the pros and cons of this collection method compared with alternative techniques such as diaries and phone interviews.
In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This paper describes the research technique, planning software and the results of the study. The study will also be compared to other European studies of outdoor advertising. Consideration is given to the possibility of applying the research design of our study to outdoor advertising research in other countries.
This paper describes the utilization of GPS/cellular technology to record routes/distances traveled by respondents and therefore the opportunity to be exposed to outdoor advertising, providing the opportunity to build reach against various demographic target groups by outdoor advertising. In Canada, the Canadian Outdoor Measurement Bureau (COMB) is currently carrying out surveys using this technology. Planned as a multi-phase program, this first phase was intended to calibrate existing reach-frequency models. Future phases will be used to build a national database of driving patterns, and hence exposures to outdoor advertising, by geographic and demographic targets.
This paper reviews the system developed by Portland Latin America allowing reliable information on outdoor media to be gathered quickly, easily and economically. Applying technological developments to their research methodologies, it is now possible to produce and manage information at the speed of today's demands.
When faced with a market need for cost-effective data analogous to user-centric panel-based audience measurement, the Polish market developed the 'Real Profile' methodology. The methodology combines the use of declarative pop-up surveys and site-centric measurement technology to provide well-understood indicators and metrics to the online advertising and publishing community. This paper provides new insights into resolving key issues that appear in the mixing of declarative and 'technology-based' research.
How efficiently does ambient media reach and affect people? Does it do it as efficiently as Starbucks' investments in television, radio and print advertising? For last summer, the answer was yes, it was as efficient as the other media. This is a case history on the research that makes it possible to state that with a high degree of confidence.
This paper outlines the new and validated methodologies that comScore Media Metrix has developed to accurately measure consumer behavior on the Internet on a global scale. These integrate traditional RDD sample selection where possible with online recruiting where necessary. Using these approaches, comScore has built a massive global database of one million people resident in the United States and an additional 500,000 people spanning almost 200 different countries. This paper will provide new findings gleaned from this database, providing fascinating and never-before-seen insight into the behavior of Internet users on a global scale.
The purpose of this paper is to provide end-user guidelines on deploying the types of tools to achieve branding and/or direct response media planning objectives. Included is a discussion on methodological issues and challenges for industry adoption of reach/frequency systems and automated optimizers. Since online campaigns often have hybrid direct response/branding goals, the recommendation is to use both tools, where appropriate, when planning and executing online advertising.
In order to extend the knowledge of website communication effects this research explores how website visits, and the nature of these visits, affect brand attitude. To be able to investigate these effects, the authors developed a new methodology. The solution is to measure people's experience of the website and their brand attitude before entering the website, monitor their usage of the site and to measure their perceptions of the website and their brand attitude when leaving the site. With the help of this methodology new insights into website design and evaluation are created.
The objective of this paper is to describe the progress in developing an In-store Audience Delivery measure for the Point of Purchase Advertising International (POPAI). The Audience Delivery measure is being developed to provide the industry with a planning and tracking tool similar to those available for other measured media, such as print and broadcast.
With the explosion of digital screen media over recent years, there is a need for these new media owners to be accountable and understand how the screens work. This paper presents research solutions to enable ambient media companies to launch their new media, enter the media selling marketplace and understand how the media works. Included in the recommended research programme are methodologies to measure audience size, evaluate the effectivenes of advertising on the screens, profile and understand the screen audience and how the screens work in a bar environment.