Online Publishers Association Undertakes Online Advertising Study.
October 6, 2001
The Online Publishers Association (OPA) announced that after a comprehensive review of online publishing industry issues, it has commissioned two groundbreaking studies of online advertising with Millward Brown IntelliQuest.
The first study will explore the media consumption habits of the at-work online audience, while the other will examine the role of online advertising in the overall media mix with the goal of providing a better understanding of how online ads work in conjunction with other media.
“We believe these studies will further establish online advertising as a media imperative and provide a tangible way of measuring the effectiveness of online advertising when used in combination with other media,” said Michael Zimbalist, acting executive director of OPA. “We look forward to leveraging Millward Brown IntelliQuest’s on- and offline media effectiveness knowledge to help advance industry learning in these areas.”
The first study, referred to as the Workplace Use of the Internet Study, aims to profile the media habits of the at-work audience and determine how and when this segment uses the Internet in conjunction with other media. The Workplace study will also explore the extent to which the online at-work population provides the opportunity for advertisers to reach their target audiences at times of the day when they would otherwise be unavailable.
The second study, referred to as the Media Mix study, seeks to determine the value of online advertising in the overall media mix. It will assess the effectiveness of online advertising, in terms of increasing brand strength, when used in combination with traditional media.
“We are delighted to be working with the Online Publishers Association,” said Duncan Southgate, account group director for Millward Brown IntelliQuest, who will oversee the Workplace study. “We believe the Workplace study will break new ground because it focuses on a media segment that has received limited attention up until this point.”
