Abstract:

Internet audiences in the Netherlands are now measured in a unique panel survey, Webmeter. The aspect that makes this survey stand out in comparison to other methods is the measurement of individuals' internet behaviour from any browser, be it at home, at work, school or any other location.

The new Internet Audience Measurement started end 2004. STIR recently published first results and already the STIR Webmeter survey has won considerable credibility in the market, with 250 major sites participating in the survey.

The paper focuses on the necessity and methodology of the Webmeter model and first learnings. It also discusses the consequences of the new STIR currency for advertising sales from the advertisers' viewpoint. Finally, some key findings are reported.