Exposure data for online media in a mixed media planning database. Research concept and online media planning in practice

The paper describes a new research approach designed to create a comprehensive planning database for online media vehicles.

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...