With the advent of on-line media things got a little more interesting…and lot more confusing.
On-line media was difficult to measure at first, thanks to technology limitations and the speed of change in this media format. But that’s all settling down now, and media buyers can expect to get the same standard of accountability they’ve had for over a century from print.
These kinds of audit tools are what media buyers need to eliminate guesswork when comparing competitive sites. Ideally, with true apples-to-apples comparison of on-line advertising options on the same screen at the same time.
For example, BPA Worldwide, (CCAB in Canada), partners with Neilsen Online to provide third-party, real-time website traffic audits. Advertisers and media buyers can compare one website to another, knowing that a single standard was used to measure traffic metrics that include:
- Page impressions
- Unique browsers
- User sessions
- Unique browser frequency
- User session duration
- Page duration
You get true apples-to-apples comparison of on-line advertising options—all on the same screen at the same time.