Millward Brown to Run UK Online Ad Surveys

The Online Publishers Association (OPA) is to link up with Millward Brown IntelliQuest to undertake two new studies of online advertising - Workplace Use of the Internet and Media Mix. Research will start shortly and initial results from the studies will be released in December 2001 and January 2002 respectively.

Firstly, the workplace survey will explore the media consumption habits of the at-work online audience, Its stated aim is "to profile the media habits of the at-work audience and determine how and when this segment uses the Internet in conjunction with other media." The study will also explore the extent to which the online at-work population provides the opportunity for advertisers to reach their target audiences during the day.

Secondly, the media mix study will explore the value of online advertising in the overall media mix. It will assess the effectiveness of online advertising, in terms of increasing brand strength, when used in combination with traditional media.

Michael Zimbalist, acting executive director of OPA, commented "We believe these studies will further establish online advertising as a media imperative and provide a tangible way of measuring the effectiveness of online advertising when used in combination with other media. We look forward to leveraging Millward Brown IntelliQuest's on- and offline media effectiveness knowledge to help advance industry learning in these areas."

Mike Ripka, account executive for Millward Brown IntelliQuest who will oversee the Media Mix study, added "We are excited to be working with OPA on a study that examines the role of online media alongside TV. This study is the first of its kind and comes at a critical time in the development of the online advertising and publishing industries."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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