Impression-Based Advertising: A Cross-Platform Solution ()
ABSTRACT
This study investigated a possible solution to the
challenge of cross-platform advertising measurement. Opinions of advertising
experts (agencies, media, clients, researchers, and scholars) in the form of
personal interviews (N = 37) informed potential effectiveness
of the impression as a cross-platform measure of advertising delivery. Participants agreed that impression measurement could provide a solution to
cross-platform measurement challenges.
They also identified eight obstacles to adoption of impression-based measurement along with seven additional
considerations for media measurement. Finally, an Advertising Process Model is
proposed to organize and analyze the
concepts.
Share and Cite:
Smallwood, E. (2022) Impression-Based Advertising: A Cross-Platform Solution.
American Journal of Industrial and Business Management,
12, 1761-1787. doi:
10.4236/ajibm.2022.1212096.
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