The IAB releases “An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet,” which examines the methodology behind site intercept studies, a common form of consumer advertising effectiveness research. It is the first thorough, public assessment undertaken of the state of online ad effectiveness research.
The IAB will be leading an industry effort to undertake additional research to ensure that brand-effectiveness studies adhere to established principles for the conduct of market and consumer research.
Through a detailed review of relevant academic literature and multiple interviews with experts at research vendors and media companies, Dr. Lavrakas concludes that three prevalent flaws in site intercept studies jeopardize their results:
- The validity of Interactive Advertising Effectiveness (IAE) research is “threatened...by . . .
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