Better answers to basic questions: Enhancing the accuracy of online reach and audience metrics

Piet Hein van Dam, Robert van Ossenbruggen and Roos Voorend

With the proliferation of the internet and the possibilities offered by new technologies, market researchers have greater challenges in getting their online audience measurement metrics right.

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...

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