Measuring Internet Advertising Effectiveness Measuring Internet Advertising Effectiveness
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As we have learned in our research methods class, measuring/evaluating any kinds of program effects is difficult, since people tend to use different concepts with different operations to measure a certain construct. Since Internet advertising is so new, the industry have been suffered from the lack of standardization for measurement. Until now, there have been different definitions for the same terms, a lack of comparability, and completely unique systems that do not allow for scalable auditing. The effectiveness of Internet advertising can be measured in terms of awareness, product/service recall, attitude changes, and purchasing behavior. Among others, quality audience measurement of Internet advertising is the first step for ensuring the long-term viability of the Internet advertising market. Below are some links where you can find more detailed information about how players in this market have tried to build up consensus on this issue. As you can see, it would be a good example of how hard it is to create a solid construct and measurement scheme that can satisfy multiple stake holders. || Studies || Organizations|| |
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Studies about Internet Advertising Measurement
CASIE (a joint project of the Association of National Advertisers, Inc.,
and the American Association of Advertising Agencies), with the support
of the Advertising Research Foundation (ARF), has created the Guiding Principles
of Interactive Media Audience Measurement. This book focuses on supplying
guidelines for providing quality audience measurement of interactive media,
both cyberspace and interactive television, at the levels of vehicle exposure
as defined in the ARF document "Toward Better Media Comparisons".
A comprehensive study about Internet advertising measurement standards conducted
by Novak, T.P. and D.L. Hoffman. Topics include in-depth review of various
measurement standards and suggestion of new metrics developed by the authors.
A recent proposal released by Internet Ad Bureau's
media measurement task force. Topics include a list of definitions of various
measurement terms and techniques, discussions, glossary, and so on.
AdKnowledge, the leading provider of Internet marketing solutions for advertisers,
agencies and web publishers, reveals new statistics that show the average
gross web ad rate for March 1998 was $36.63, a decrease of 6% during the
last 12 months and 2% during the first quarter 1998.
Web
Usage Measurement/Auditing Companies