Internet banner ads and paid search campaigns are taking larger portions of the pie of advertising budgets. This makes sense. First, there is growth on the internet: internet usage among Americans increases every quarter. Secondly, advertisers can track how many people view their ads, how many people clicked on their ads, and how long they stayed on an advertiser’s site. This information wasn’t available before with traditional advertising and provides advertisers with incredibly useful metrics.
Given the shift to online advertising, it’s great to see traditional media responding.
Nielsen recently teamed up with Integrated Media Measurement (IMMI) to start measuring the number of people watching TV outside of their homes in places like restaurants, offices and gyms. Television execs are hoping to more accurately capture the number of people who watch television - CNBC in the office, for example - even if they don’t watch it at home.
One wonders, however, if this will dilute the accuracy of the information. For example, how many people sitting in a bar with CNN on the television sets in front of them are actually watching as intently as they would if they were viewing from home? Can this be seen as an attempt to artificially boost numbers and, therfore, artificially boost reach?
Genevieve
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