Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery

摘要

This study investigated perspectives of advertising experts in regard to the use and effectiveness of a cross-platform measure of advertising delivery (the impression) using personal interviews (N = 37). The study examined delivery metrics across major, advertising-supported media (content & device) by soliciting opinions from practitioners (agencies, media, clients, and researchers) and scholars. The perspectives of advertising impression measurement were evaluated through the general systems theory-based public relations process model of Long and Hazleton.;The study found strong agreement among the participants that lack of cross-platform measurement was a problem and that ad impressions could provide a solution to the challenge. Participants also identified 15 obstacles to impression-based measurement. Similarities were far more common than differences between scholars and practitioners. The model meshed well with participant opinions. As such, an advertising process model (APM) was proposed as a broad representation of advertising that may allow for future advertising theory development. KEYWORDS: Advertising, Impression, Measurement, Model, Practitioner.