BrandImpact Media Planning(英文版)(ppt 18頁)

BrandImpact Media Planning(英文版)內容提要：
Association of National Advertisers (ANA) report on Internet advertising
68% cited “no proof of ROI” as the main barrier to more online ad spending
58% say their is a lack of reliable and accurate ad measurement.
Most online ad efforts by ANA members are branding oriented
74% of them count on their companies’ branding budget for online ad dollars, up 12% from last year
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Watch, ask, learn, know (WALK)…
Observe web users as they are exposed to online advertising
Measure the response of a small, but representative, sample of those who saw your ad
Compare their responses to those who did not see your ad to quantify the “BrandImpact”
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Participating has:
Almost no impact on inventory
Your participation helps us achieve the necessary reach to analyze media planning

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