This issue looks at digital communications and audience measurement and asks how rapidly are audiences emigrating to online? Does this mean the gradual death of print? Which generations and regions are most affected and how are brands keeping up with these trends?
Online Advertisement is a huge opportunity for brands to communicate with their target audiences in an increasingly sophisticated way. In the mean time, ad researchers are innovating more and more to keep the pace of this rapidly changing industry. One such innovation is the ability to passively collect behavioural data from members of an online access panel in order to audit online ad campaigns, but the question arises on whether this data is significantly different from cookie-based data, when the latter are obtained also from an online access panel with identified profiles. An important question thus emerges: should companies Cookie or Clickstream? And why? Here we provide a clear and in-depth answer to these questions, based on a real case study conducted at Movistar Chile.
The long standing disparities between panel-based online audience measurement data and site-centric or "Web Analytics" data has been troublesome for practitioners of online marketing and advertising for over 10 years. More recently, it has become clear that the best way to develop an audience measurement system that gains consensus and maintains scientific audience measurement rigor is to develop a system that bridges the gap between server data and panel data. The approach described in this paper, and the test results presented, are a direct response to the measurement challenges faces by the digital world.
Online TV viewing has proven most dynamic last year. The Netherlands has the second largest broadband penetration in the world and is a forerunner in streaming of TV programmes. The association of public broadcasters NPO includes video on demand services since 2002. In October 2007 more than 10 million streams of TV programmes were requested. RLT broadcasting group, MTV and other broadcasters also offer similar streaming services. Today broadcasters produce their own reports on programmes streaming performance, but the TV industry expressed to SKO the need of a comprehensive, transparent and independent report that estimates new online audiences. The first TV audience reports containing TV streams will be issued from April 2008. This will be the first time to report online TV viewing as extension to traditional viewing. Our presentation reviews the new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested streams for a given broadcast. In our paper we show reported streaming TV content which not only includes regular programmes, but also additional content that is only shown online. We will present our first results and we will further outline the opportunities to integrate on-line viewing with TV audiences in the future.
This paper describes the census methodology used for measuring and reporting Internet audience ratings. Originally developed for the New Zealand market, the methodology is seamlessly transferred to countries around the world.
The papers for this edition of Online Audience Measurement suggest that research into the performance of this new medium is beginning to present itself in a more established way. There is less discussion about possibilities and rather more focus on accurate measurement, planning and ROI. Research companies specialising in online audience measurement are beginning to face up to the challenge of creating stable and useable currencies.
The paper presents a strategy for the integration of Internet site measures into multi-media reach/frequency. In so doing it explores the nature of Internet site reach; the use of fusion as a technique for integrating Internet site audience measures with audience measures for other media types; the use of simulation to calculate reach/frequency; and what is uniquely learned about multi-media audience relationships through the use of reach/frequency.