Resources Library by ANA

The reach and frequency approach to advertising planning on the Internet

In this paper the authors outline the underlying theory of Internet advertising exposure in today's ad server world. That theory is reduced to a formula called the Probability Model by Exposure Class (PMEC).While helpful in informing thinking about...

Catalogue: ESOMAR/ARF WAM Conference 2002: Online

Authors: Steve Coffey, Mainak Mazumdar

June 12, 2002

Maximizing internet advertising efficiency

Everybody counts 30-day cume audience, or Reach, in website tracking.These estimates indicate the number of unique individuals who could bereached at the site, but fails to describe the audience actually reached byany particular advertising campaign....

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Steve Coffey, Lisa Sharkis

November 1, 2000

New media audience measurement

The population of the Internet’s World Wide Web users has grown at astonishing rates during the past three years in the United States. As of mid-1997 over one in five American households surfs the web. In order to realize the potential of this...

Catalogue: The Worldwide Internet Seminar 1998

Authors: Steve Coffey, Tod Johnson

June 15, 1998

Two practical market research tools for assessing the value of television advertising

This paper is in three parts, to be delivered in turn by the three speakers. First, we comment on the fact that the development of computing and of scanners has revolutionized both market and media research. We point out that the boundary between the...

Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992

Authors: Steve Coffey, Valentine Appel, Timothy Joyce

Company: Nielsen

June 15, 1992