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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Figure 15-8 IAB
Guidelines for Internet
measurement
V. Developing the
Integrated Marketing
Communications Program
15. The Internet and
Interactive Media
© The McGraw−Hill
Companies, 2003
Ad impression. This is a measurement of responses from an ad delivery system to an ad
request from the user’s browser.
Click. This measure includes three forms: click-through, in-unit click and mouse-over. A
click-through occurs when the viewer clicks on the ad to have information sent to him
or her. The in-unit click and the mouse-over are ad interactions without the content
being sent to the viewer.
Visit. A visit is defined as “one or more text and/or graphics downloads from a site qualifying
as at least one page, without 30 consecutive minutes of inactivity, which can be
reasonably attributed to a single browser for a single session.” The browser must “pull”
text or graphic content to be considered a visit.
Unique measurement (browsers, visitors, and users). This is the number of actual individual
people, within a designated reporting timeframe, with activity consisting of one or
more visits to a site or the delivery of pushed content. A unique user can be either (1) an
actual individual who accesses a site (unique visitor) or (2) an actual individual who is
pushed content and/or ads such as e-mail, newsletters, interstitials, and pop-up or popunder
ads. Each individual is counted only once in the unique-user or visitor measure for
the reporting period. When no attempt is made to estimate the number of unique users
based on the number of unique cookies received, the measure should be referred to as
unique browsers.
Page impression. This is a measurement of the responses from a web server to a page
request from the user’s browser. Pagelike items should be counted as follows:
• Pop-ups—ad impressions
• Interstitials—ad impressions
• Pop-unders—ad impressions
• HTML newsletters (if opened)—page impressions (if ad only—ad impressions)
• Auto-refreshed pages—page impressions
• Frames—page impressions
of the Internet, the Internet Advertising Bureau (IAB)—the largest and most influential
trade group—combined with eight prominent Web publishers and two technology
firms (in total representing nearly two-thirds of all industry revenue) to conduct
research on these methods. In 2002 their report was completed, and the group created
voluntary guidelines intended to make uniform the various incompatible systems that
evaluate effectiveness of Internet advertisements. The guidelines included five measures
that would allow for independent auditing and verification (Figure 15-8). It is
believed that the adoption of these guidelines, along with objective auditing, will
make the Internet a more attractive medium for many of those who advertise in traditional
media. Figure 15-9 shows the frequency of use of these measures among the
research agencies participating.
The measures suggested do not include a commonly employed method referred to
as hits—the number of times that a specific component of a site is requested. Hits
could include 100 people making one request each or one person making 100 requests.
As a measure of communication effectiveness, hits have generally been considered a
weak metric. Thus, while some may still track hits, many companies have abandoned
this measure or place little emphasis on it.
Information on users is typically collected robotically by a cookie, an electronic
device attached to your file (usually without your knowing it) that collects information
on where you visit, how many times you visit, where you click, and the like. Due in
part to weaknesses in previously employed measures and advertisers’ desire for additional
information, a number of other measures are now being employed, including the
ones discussed below.
Online Measuring A joint venture between IntelliQuest and Millward Brown
has led to a research tool employing online measuring that collects information regard-