WebmeterTM. Internet audience measurement for media planning

Enrico Verhulst, Rob Molenaar and Marion Appel

Internet usage in the Netherlands is currently measured in two different ways: either by counting all page views of websites by the website owner, or, as a commercial service, by panel measurement that supplies information on page views and unique audiences of the larger Dutch websites.

Webmeter™

Internet Audience Measurement for Mediaplanning

Rob MolenaarMSN and Chairman, STIR (Internet Advertising Society), Netherlands

Enrico VerhulstDevelopment, Nedstat B.V., Netherlands

Marion AppelMedia Research, Intomart GfK, Netherlands

BACKGROUND

In 2003, STIR (Stichting Internet Reclame) has called a tender for a new Internet Audience Survey that would be able to measure web surfing both from the home and from work, school, and other locations in such a way that the survey would be accepted by media planners as the currency for planning, buying and selling of ad space on the Internet. In response, fourteen proposals have been brought forward,...

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