Internet usage in the Netherlands is currently measured in two different ways: either by counting all page views of websites by the website owner, or, as a commercial service, by panel measurement that supplies information on page views and unique audiences of the larger Dutch websites. Until now, these services have not been able to answer the specific requirements of media planners in the Netherlands. This situation led a group of Internet providers to commission a new study, with the objective to achieve an equal status within the range of media for Media planning. The combination of Nedstat and Intomart GfK was commissioned to carry out the new Internet Audience Measurement in the Netherlands, the Webmeter⢠which is due to begin in July 2004.
The purpose of this paper is to present an analysis of the uptake of global broadband internet usage, the consequent development of media-rich websites that make full use of the additional bandwidth offered by broadband, and the new generation technologies that have been developed to accurately measure streaming media.
This paper focuses on the Reach and Frequency modelling of poster campaigns and the issue involved in making media mix evaluations.