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1.
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ARO (Access Rating Online) Score
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An
index of the total performance of a given website, the ARO score combines
three measures that reflect advertising reach, viewer loyalty, and site
stickiness.
ARO = Reach ╳ Reach ╳ Duration Per Visit
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For example: If in a sample period the reach of IX’s website is 80.47%, the Websession
Reach is 19.73%, and the Duration Per Visit is 182 seconds, then the IX
website has an ARO score of 262594 for that period.
80.47
╳ 19.73 ╳ 182 = 288956
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2.
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Unique Visitor Count
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Simply
the number of users who have visited or used the research target*
at least once in the sample period.
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E.g. : In the sample period, if 923,000 separate users
visited the IX webpage, then the Unique Visitor Count for IX is simply
923,000
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Research Targets
may include
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1.Communication protocols of all types, web, email, instant messaging, even voice and video messaging
2. Sectors, properties, domains,
sub-domains,
3.
Ad sectors, ad properties, ad domains,
ad sub-domains.
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3.
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Reach
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The
number of unique visitors/users, defined above, as a percentage of the
total online population.
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Reach=
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Unique Visitor Count
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╳ 100%
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Total Online Pop.
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E.g. : In a hypothetical online
population of 9.23 million, 923 thousand have visited the IX website in
the sample period. The IX website would have a reach of 10%.
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Reach=
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923,000 Unique Visitors
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╳ 100% = 10%
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9,230,000 internet users
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4.
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PageView
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The
number of pages, including repeats, viewed by users at a given research target.
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E.g.: Suppose, in the sample period, the total number of
views for each page in the IX domain summed together equaled 2.8 billion.
Then the IX domain has a PageView of 2,800,000,000.
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Note: This count is governed by two conditions
(1)
Only pages in the top level window, that
is the active window, will be counted
(2)
Only pages that have been in the active
window for three seconds will be counted as one view. This will exclude
pop-ups that are closed without being viewed and websites that continuously
auto-refresh.
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5.
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Average PageView
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The average
number of page views per visitor
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Average PageView=
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PageView
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Total unique visitors
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E.g.: Suppose the IX domain had 923 thousand unique visitors
in the sample period, and the total PageView count
was 276.9 million. Then each visitor accounted for 300 page views.
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Average PageView =
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276,900,000 PageView
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= 300
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923,000 Visitors
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6.
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Websession Reach
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The percentage of online sessions logged by visitors/users of the target, as
compared to the total number of online sessions logged by the online
population as a whole
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Websession
Reach=
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Number of online sessions made by users of research
target
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╳ 100%
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Total number of sessions
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E.g.: Suppose that in the sample period, Internet users
logged a total of 60 million online sessions, of which 15 million were
logged by users who had visited the IX domain in the same period. Then
the Websession Reach of the IX website is
25%.
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Websession
Reach=
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15,000,000
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╳ 100% = 25%
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60,000,000
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7.
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Average Websession
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Average Websession=
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Total online sessions
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Total online population
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Suppose that in the sample period, 923 thousand unique visitors
visited the IX domain. Suppose also that those users in total logged
32,305,000 online sessions in which they visited IX. Then the average websession count for IX is 35.
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=
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32,305,000
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= 35
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923,000
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8.
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Visits per Session
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On
average, the number of times a user will visit or use the same research
target in a given session
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Visits per Session=
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Total visits to target
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Total sessions by visitors
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E.g.: Suppose that people who visited IX in a given
sample period logged a total of 32,305,000 sessions in that period. Moreover,
suppose IX received 96,915,000 visits in the same period. Thus, IX received
an average of 3 visits per session from its visitors.
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Visits per Session =
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96,915,000 visits to IX
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= 3
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32,305,000 sessions by visitors
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9.
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Duration Per User
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The
average time spent viewing/using the research target by users of the
target in the sample period
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Duration Per User=
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Total time at target
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Unique visitors to target
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E.g.: Suppose that, in a given sample period, the 923
thousand visitors to IX spent a total of 9.23 million minutes at the
site. Then the duration per user is 10 minutes.
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Duration per user =
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9,230,000 total minutes
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= 10
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923,000 unique visitors
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10.
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Duration Per Visit
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In a
given sample period, the average amount of time a user will spend at the
research target for each visit the user makes. This value reflects the stickiness
of the site, i.e. the ability of the site to hold a visitors attention.
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Duration Per Visit=
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Total time at target
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Total visits to target
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E.g.: Suppose that the IX website received 96,915,000 visits
in the sample period, accumulating a total time of 9.23 million viewing
minutes. Then the duration per visit is approximately 5.7 seconds.
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Duration per visit =
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9,230,000 minutes
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╳ 60 sec./min. = 5.7 seconds
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96,915,000 visits
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TOP
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11.
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Unique Visitors (Advertisements) {Total exposure}
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The
total number of unique internet users exposed to any of an advertisers
graphic advertisements in a given sample period.
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E.g.: If in a given sample period 923 thousand unique
internet users visited a website or service that displayed an IX
advertisement, then the unique visitor count is simply 923,000
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12.
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Reach (advertisements)
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In a
given sample period, the number of unique visitors (according to 11 above)
as a fraction of the total online population.
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Reach=
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Unique Visitors
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Total online population
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E.g.: Suppose that, in a given sample period, of the
9.23 million internet users, 923 thousand have been exposed to the
advertiser’s graphic advertisements at least once. Then the reach is
10%.
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Reach =
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923,000
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╳ 100% = 10%
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9,230,000
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13.
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Overlap Reach (combined reach)
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For a set of more than one research target, the number of internet users who have visited at least
one target, reported as a percentage of the total internet population.
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Overlap Reach=
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Number of unique
users who have visited/used one target
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Total online
population
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E.g.: Suppose that IX has 403 thousand unique visitors and that Yahoo! has 520 unique
visitors who do not visit IX.
Then these two websites combined reach 923 thousand unique internet
users, which is 10% of a hypothetical population of 9.23 million.
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Overlap Reach =
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923,000
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╳ 100 = 10%
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9,230,000
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14.
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Overlap Rate
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For a set of research targets, the fraction of unique users who have visited
all targets as a percentage of the total internet population that is
reached by the entire set
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Overlap rate=
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Number of users who have visited all targets
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Number of users who have visited at least one target
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E.g.: Suppose that in a given sample period, 400
thousand unique users visited either www.insightxplorer.com or
yahoo.com.tw. Of those people, 40 thousand visited both sites. Thus,
the overlap rate is 10%
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Overlap Rate =
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40,000 visited both yahoo and IX
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= 10%
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40 visited either yahoo or IX
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15.
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Affinity Reach
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This
measures the tendency of a certain sub-group to visit a given website,
compared to the tendency of the population as a whole. Let the cohort in
question be given by the set A, then
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Affinity Reach=
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Members of A to visit site/Total visitors to site
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╳ 100
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Total size of A/ Total size of internet population
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E.g.: Suppose 3.6 million internet users are college
students, of whom 2 million have visited the IX website. Suppose also
that of the total online population of 9.23 million, 5 million have
visited the IX website. Then affinity reach of the IX website among
college students is 103.
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Affinity Reach =
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(200/500)
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╳ 100 = (0.4 / 0.39) ╳100 =103
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(360/923)
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16.
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Score Reach
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Using
Affinity Reach is a good way to find sites that target your customer base, however, it does not give the full picture of a
given site’s ability to reach your audience. Thus, we multiply each
website’s Affinity Reach by the site’s total Reach to get the Score Reach
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Score Reach=
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Affinity Reach╳Reach
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E.g.: Suppose that in a given sample period, the
Affinity Reach of the IX website among college students is 104 and the
total reach of the website is 0.6. Then the Score Reach of the IX site
for college students is 62.4.
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Score Reach =
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104╳0.6 ＝ 62.4
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17.
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Target Reach
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The
percentage of a given target group that can be reached via a given
website. This is simply the number of people in the target group who have
been to the website divided by the number of people in the group who use
the internet.
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Target Reach=
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Number of members of group who have visited site
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╳ 100％
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Number of members of group who use the internet
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E.g.: Suppose your target audience is college students. Suppose
there are 3.6 million college students online, of whom 2 million have
been to the IX site in the sample period. Then the Target Reach of the
IX site for college students is 55%.
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Target Reach=
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200
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╳ 100% = 55%
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360
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18.
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Destination Target Share
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The
fraction of a sites total audience that is represented by your target
audience. This measures the tendency of groups to gather at certain
sites.
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Destination
Target Share=
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Members of target audience who visited site
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╳ 100
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Total number of unique visitors to site
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E.g.: Again
suppose that your target audience is college students. Suppose that 2
million different college students visited IX in the sample period,
while IX’s entire audience is 4 million. Then
the Destination Target Share of IX for college students is 50%
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Destination Target Share =
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2 million college students visit IX
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╳ 100% = 50%
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4 million total unique visitors to IX
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19.
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Total Impression
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The total
exposure of an advertiser’s graphic ad’s, i.e. the total number of views received
by the materials in a given campaign.
TOP
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20.
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Impression Per User
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In a
given sample period, the average number of times an internet user has
seen the advertisements of a given advertiser
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Impression Per User=
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The total views of a given advertiser’s graphic displays
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╳ 100
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The number of unique users who have seen the displays
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E.g.: Suppose in that the advertisers
total views amounted to 1 million and the campaign reached 200 thousand
users, then the Impression Per User is 5.
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Impression Per User =
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1,000,000 views
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= 5
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200,000 users reached
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21.
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GRP
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An
indicator to measure the performance of a single graphic ad or one piece
of advertising material
GRP =
Reach ╳ Impression Per User
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E.g.: Suppose that a single advertisement on IX reached
66.45% of internet users, on average reaching each person 3.38 times. Then
the GRP value is 224.31
66.45
╳ 3.38 = 224.31
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