User-centric Internet measurement and its role in media planning

Fred O'Connell

The Internet is not at all easy to measure consistently and, importantly, in a way that is relevant to media buyers and sellers.

UserCentric Internet Measurement And Its Role In Media Planning

Fred O'ConnellACNielsen eRatings.com

Introduction

The Internet, perhaps more than any other medium, is measurable and therefore accountable. It follows that demonstrating the value of this medium in terms of advertising potential should be easier in this medium above any other. However, in few geographies does the Internet take an appreciable share of total advertising spend in most markets it is at best a few percent. So, if the Internet is so transparent then why are its advantages not clear to advertisers and why are they not spending more? The...

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