Exposure Data for Online Media in a Mixed Media Planning Database
Research Concept and Online Media Planning in Practice
Johannes SchnellerInstitut für Demoskopie Allensbach, Germany
Gerhard FaehlingMarketing Kommunikation GmbH, Germany
BACKGROUND
The rapid growth of the Internet on both the supply side and the demand side also created a new mass medium for advertising communication. By as early as the mid-1990s, there was already a need for extensive data for the purpose of online media planning. Consequently, a variety of research approaches were developed, none of which, however, could be viewed as a complete solution. Even today, a...