MS Advertising и Nielsen измерение интернет-эффективности

Для узких любителей.

Измеряемые характеристики эффективности интернет-рекламы:
The campaign reach and frequency
Demographics of the audience reached
Campaign call to action
Visits to the site as a result of the campaign
Conversion events as a result of the campaign
Searches post-exposure
Site engagement
Time spent on the site

Методология:
Nielsen tag inserted into ad creative. Those exposed to the ad picked up on the Nielsen behavioural & Research Now survey panels
This allows us to calculate the audience/ demos, the contribution of media selected, creative used & post exposure behaviours
Create a performance summaries to evaluate campaign and creative performance

Достигнутые результаты:
Reached 4.2M people — 11% of the UK online population.
63% of the audience reached were within the target audience
Average frequency: 8 exposures

Behavioural Impact (post-exposure)
5.9% of those exposed to the campaign went to the Team Green Britain website
+15% uplift in visitors to the site from the target audience
241,000 visitors went on to the sign-up page
On site dwell time was around one minute
The campaign also drove an increase in searches for EDF

Источник:
http://advertising.microsoft.com/uk/online-casestudy-edf-team-green-britain

У Gemius есть тоже решение, совмещающее gemiusDirectEffect и аудиторное исследование gemiusAudience, называется gemiusProfileEffect:

http://www.gemius.com.ua/ua/ru_products_effect_about