Better answers to basic questions: Enhancing the accuracy of online reach and audience metrics
Piet Hein van DamWakoopa, NetherlandsRobert van OssenbruggenCustomerCentral, NetherlandsRoos VoorendUniversity of Amsterdam, Netherlands
Introduction
Classical advertising research was all about researching the audience. Once a campaign was launched, research had to be done to answer basic questions such as how many people saw my ad (reach), how many times (frequency) and who where they (user demographics). In a later phase, more insightful questions were addressed: were they engaged and did it have impact?
In online advertising, we have a direct shortcut to...