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• W12351390 abstract "In 2004, a group of Internet providers in the Netherlands undertook to commission a new study for the measurement of Internet Audience. For this STIR was founded, an association for the promotion of internet advertising with the objective to achieve an equal status within the range of media for media planning. The combination of Nedstat and Intomart GfK designed the new survey, the Webmeter™, which has by now provided the currency in the Netherlands for almost 5 years. In total 450 websites are reported monthly. In 2009, STIR has been transformed into JIC STIR, a joint industry body with the sole objective to carry out the survey in a valid and reliable way. Currently the survey is being audited by Deloitte. Partners in JIC STIR are the advertisers’ Association (BVA), the media agencies (PMA) and the internet publishers (Vinex, previously STIR). The Webmeter is based on a new concept of internet research, combining server-centred and client-centred approach into the method of “tracking through portal”. In this way, the Webmeter methodology is independent of the location where individuals browse the Internet. Any surfing behaviour can be tracked, either at home or at work or any other location. The survey delivers identical metrics as traditional media research. By offering these type of figures the Internet sales houses have been able to achieve their proper place among media owners and thus a growing market share of advertising in the Netherlands. The STIR survey proves to be a catalyst for the development of multi-media approaches in the Netherlands. In 2009 tests have been done to combine streams measurements with SKO TV programme reporting. Also in 2009 the fused NOM and STIR data have been released for the first time, providing a single database for planning and analysing paper and internet based media. 2 Background Basic requirement for an audience measurement survey is its acceptance by media planners as the currency for planning, buying and selling of ad space on the Internet (Moesman, 2005). STIR was brought to life by a group of Internet providers (MSN, Lycos, Tiscali, Sanoma, Ilse Media, Wanadoo, IP iMedia) and ad-sales companies (WebAds, Adlink) who understood the requirements of the market for such a survey. The group represented some 40% of ad-sales in the Dutch Internet advertising market. Not being a JIC, STIR sought to obtain the acceptance of the market place for its initiative. The only way in which this could be achieved was to involve all market parties in the process of developing a new survey model. STIR invited both advertisers and media agency associations to participate in this process and gave the design of the tender document into the hands of a technical committee (TC) of advertisers and media agency representatives, plus a small number of researchers from the Internet companies and other media such as the public broadcasters’ website." @default.
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• W12351390 date "2009-01-01" @default.
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• W12351390 title "WEBMETER MEASUREMENT, A 360˚ PERSPECTIVE" @default.
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