Resources Library by ANA

Atlanta and beyond

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields.It also...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: William Rose, Joshua Chasin, William McDonald, James Tobolski

June 14, 2004

Webmeter™

Internet usage in the Netherlands is currently measured in two different ways: either by counting all page views of websites by the website owner, or, as a commercial service, by panel measurement that supplies information on page views and unique...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Marion Appel, Enrico Verhulst, Rob Molenaar

June 14, 2004

Applying professional surveying method to outdoor visibility

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Derek Bloom

June 14, 2004

Maturity matters

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Suzanne Moorey-Denham, Joao Neves, Anthony Romeo

June 14, 2004

Recognized in a split second

Since 1992 Viacom Outdoor in the Netherlands has tested the time it takes for the product and brand on outdoor advertising posters to be recognised.The fieldwork was carried out by Inter/View and, later, Intomart Gfk. Brand Recognition and Product...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Lex van Meurs, Mandy Klerkx

June 14, 2004

Touchpoints II

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in motion by the mass adoption of interactive media.An...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Kathryn Koegel

June 14, 2004

VAI experience in LATAM

This paper describes the OutdoorScore methodology applied by Portland in Latin America, using concepts such as transport habits and VAI (visual adjustment impacts) in order to determine scores for each site audited.Obviously the application of the...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Antonio Miranda

June 14, 2004

When less is more

Global advancements in passive electronic audience measurement of Out-of-Home/Outdoor media look promising and are a great improvement over the old-fashioned travelog/diary or mere traffic counts approaches.However, there are obstacles to overcome in...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Author: Tony Jarvis

June 14, 2004

Exposure data for online media in a mixed media planning database

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.The model combines user-centric information (target group characteristics and media consumption) and site-centric data derived...

Catalogue: ESOMAR/ARF WAM Conference 2004: Online

Authors: Gerhard Faehling, Johannes Schneller

Company: Institut für Demoskopie Allensbach GmbH

June 14, 2004