JIC STIR: Internet Audience Measurement
In 2004, a group of Internet providers in the Netherlands undertook to commission a new study for the measurement of Internet Audience. For this STIR was founded, an association for the promotion of internet advertising with the objective to achieve an equal status within the range of media for media planning. The combination of Nedstat and Intomart GfK designed the new survey, the Webmeter™, which has by now provided the currency in the Netherlands for almost 5 years. In total more than 450 websites are reported monthly. In 2009, STIR has been transformed into JIC STIR, a joint industry body with the sole objective to carry out the survey in a valid and reliable way. Partners in JIC STIR are the advertisers’ Association (BVA), the media agencies (PMA) and the internet publishers (VINEX, previously STIR).
The Webmeter is based on a new concept of internet research, combining server-centred and client-centred approach into the method of “tracking through portal”. In this way, the Webmeter methodology is independent of the location where individuals browse the Internet. Any surfing behaviour can be tracked, either at home or at work or any other location. The survey delivers identical metrics as traditional media research. By offering these type of figures the Internet sales houses have been able to achieve their proper place among media owners and thus a growing market share of advertising in the Netherlands.
The STIR survey proves to be a catalyst for the development of multi-media approaches in the Netherlands. In 2009 tests have been done to combine streams measurements with SKO TV programme reporting (WEB-TV). Also in 2009 the fused NOM print data and STIR data have been released for the first time, providing a single database for planning and analysing paper and internet based media. Further, STIR conducts several projects to gain insights into new areas, such as Mobile Internet. These special projects are named: STIR Labs.
The Webmeter is based on a new concept of internet research, combining server-centred and client-centred approach into the method of “tracking through portal”. In this way, the Webmeter methodology is independent of the location where individuals browse the Internet. Any surfing behaviour can be tracked, either at home or at work or any other location. The survey delivers identical metrics as traditional media research. By offering these type of figures the Internet sales houses have been able to achieve their proper place among media owners and thus a growing market share of advertising in the Netherlands.
The STIR survey proves to be a catalyst for the development of multi-media approaches in the Netherlands. In 2009 tests have been done to combine streams measurements with SKO TV programme reporting (WEB-TV). Also in 2009 the fused NOM print data and STIR data have been released for the first time, providing a single database for planning and analysing paper and internet based media. Further, STIR conducts several projects to gain insights into new areas, such as Mobile Internet. These special projects are named: STIR Labs.