Valid Basis for Online Media Planning
The internet facts study plays an essential part in contributing to establishing the Internet as an advertising medium within the media mix, because it helps to make performance data of online advertising media comparable with other data and therefore offers a profound basis for online media planning. All performance parameters are available for web sites and their sub categories (so-called ‘booking units’) that participate in the AGOF measurement. This allows for planning online advertising by comparable standards used in classic advertising.
Coverage and audience composition for online advertising media in Germany
Within the scope of the internet facts study, coverage and audience composition data are collected for all online advertising media that constitute the German market in accordance with the requirements of advertisers and media agencies. The internet facts study publishes data on coverage and audience composition for several hundred online advertising media and their booking units, and provides core data on Internet and e-commerce use in Germany.
Parallel to the publication of regular studies, AGOF also publishes so-called ‘industry reports’ of the internet facts study. These demonstrate online target group potentials for selected industries and show the importance of the Internet as an information and transaction medium for specific product categories.
