Abstract:
With the emergence of behavioural measurement and profile analysis on internet sites, companies now have the opportunity to target various Internet populations on a large diversity of web sites and/or channels of site. Setting up oneâs online media plan not only means chasing after âgeneral public sitesâ with high visibility, but also analysing affinities of target populations with multiple channels and identifying market niches. This paper aims at underlining the great potential of online media planing as compared to other traditional media. It raises the issues of selecting appropriate indicators so as to better target profiles, and choosing appropriate data collection techniques that thus allow a consistent level of analysis. Specific cases of online media plan are used to illustrate the paper.
This could also be of interest:
Research Papers
Evaluating and enhancing Internet web sites
Catalogue: The Worldwide Internet Seminar 1998
Author: Scott Young
Company: Perception Research Services International
June 15, 1998
Research Papers
Streaming media on the Web
Catalogue: ESOMAR Worldwide Advertising Conference 2000
Authors: Nigel Hollis, Susan Blank
Company: KANTAR TNS Malaysia
November 1, 2000
Research Papers
Measuring advertising on the web
Catalogue: The Worldwide Internet Seminar 1998
Author: Rex Briggs
Company: KANTAR TNS Malaysia
June 15, 1998
