It was 1996 when the first online ad effectiveness study crept onto the web. Since then there have been more than 100,000, but the methodologies have had a battering from the different supplier agencies as well as from outside online ad land where traditional media were quick to find flaws. Now there are some new tips on best practice methodology for online ad effectiveness research…
The Interactive Advertising Bureau (IAB) has followed-up its rather critical report from last year on the state of online ad effectiveness studies with a new best practice guide.
The new guide covers the entire survey process, from planning through to recruitment, deployment and optimisation and analysis, making recommendations along the way.
The guide says that a 15m-impression campaign should be the minimum before a site considers running a study on behalf of advertisers.
In addition, the cost of the research should not exceed 10% of the cost of the overall media buy, according to the guide.
The full best practice guide can be downloaded here.