How can I best measure the effect of on-line advertising?

Andrew Green

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient.

How can I best measure the effect of on-line advertising?

Andrew GreenZenithOptimedia

BACKGROUND

The internet is very different from other, more traditional mass media like television or print. It is also a large and fast-growing medium worth around $18.5 billion worldwide in 2005.1

According to Nielsen NetRatings, the average surfer spends at least an hour every day on-line in the UK (representing 10–15% of all time spent using media), one-and-a-half hours in France and considerably more in the US.

From the point of view of marketers, the internet is different from other media in at least four key...

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