Changing the Internet audience measurement standard

Peter Callius, Anders Lithner and Stefan Svanfeldt

This paper describes a completely new way of measuring Internet audience behavior. By combining a low tech TGI Survey with a high tech user centric panel measurement and a site centric electronic measurement system it allows us to see the surf patterns of a panel of which thousands of target group variables are already known and furthermore the ability to optimize advertisement exposure electronically.

Changing the internet audience measurement standard

Peter Callius, Anders Lithner and Stefan SvanfeldtResearch International, Sweden

INTRODUCTION

The great thing about the Internet is that almost everything is measurable. Unfortunately the dilemma is precisely that – that everything is measurable. This has at times been in the way of the development of new and more flexible measurement systems.

Media fragmentation, advertising avoidance, technology development and the need for an understanding of ROI are four of the most important driving forces in the media world today. More heterogenic consumers are also pressing the need for more target...

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