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Research papers

Online users

The purpose of this paper is to make an appraisal of the new questions that are being raised by on-line services with regard to the measurement of their audience and site visits. It will also aim to provide concrete answers in terms of systems,...

Catalogue: Seminar 1997: Do we control IT or are we IT's slave?
Author: Marie Marchand
January 1, 1997

Research papers

Establishing online audience measurement based on onsite usage data and survey information

The Arbeitsgemeinschaft Online-Forschung (AGOF), an online research associated founded by the major online marketers in Germany, was established to ensure transparency and practical standards for online advertising research.This paper presents...

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Stephan Noller, Jürgen Sandhöfer, Oliver Pischke
Company: KANTAR TNS Malaysia
June 20, 2005

Research papers

The use of international online databases in competitive analysis

Online databases extend the researcher's range of sources so greatly that they cannot be ignored both as a tool in competitive analysis and as a means of keeping abreast of the world's literature on technical and business aspects of the...

Catalogue: EPHMRA/ESOMAR Seminar 1985: Pharmaceutical Competitor Analysis
Author: Janet Matthews
February 27, 1985

Research papers

User acceptance of online-services

On the fast developing "Information Highway" market testing methods for the acceptance of Online Services will gain an increasing importance. While all services are using a graphic user interface (Windows) a real acceptance test can only be realized...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Author: Anton Lohmann
Company: GfK
September 1, 1996


Feel more, click more

As more advertising spend migrates online, there’s a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces...

Catalogue: Congress 2017: Visionary
Author: Jocelyn Simon
Company: System1 Research Ltd
October 26, 2017


Overview of fraud in online advertising

Online advertising is a multibillion dollar business with a growing pace of +/-15% per year, even during the economic crisis. This economic figures have motivated fraudsters to implement different mechanisms to obtain economic benefits out of not...

Catalogue: Seminar 2016: Media Return on Investment
Author: Ángel Cuevas Rumín
June 15, 2016

Research papers

Measuring real time viewing as a modifying factor in the television industry the Chilean case

The development of the Chilean television industry in the past years runs parallel to two important phenomena: on the one hand, changes introduced in the TV regulatory framework made it possible to introduce cable television, and on the other a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Elias Selman Carranza, Patricio Moyano Galdames
June 15, 1996

Research papers

What does research 2.0 mean to consumers in Asia Pacific?

This is a multi-country, multi-agency, collaborative project to look at Research 2.0 in an Asian context. Key issues addressed include:Are consumers in Asia Pacific responding to co-creation and collaboration initiatives differently from consumers in...

Catalogue: Asia Pacific 2009: Competing On A World Stage
Authors: Steve Cierpicki, Pete Cape, Shizue Vieira, Andrew Lewis, Ray Poynter
Companies: Research Now SSI, Colmar Brunton, Fem Marketing House Co. Ltd.
April 7, 2009


John Wanamaker... We now know which 50% of advertising is wasted

Famous for the quote "half my advertising is wasted, I just don't know which half”, John Wanamaker would be concerned that over 50% of online ads served are not seen by anyone. Many of the rest are not seen by their intended audience – and...

Catalogue: Congress 2017: Visionary
Author: Jackie Lorch
November 27, 2017