NIELSEN TO MEASURE WEB VISITS
By Adnews Staff
U.S.-based Nielsen Media Research has teamed up with Internet Profiles of Palo Alto, California to measure the effectiveness of advertising on the World Wide Web. The partners will provide subscribers with general information such as how many times an individual at work clicks onto the site, what company that person works for and where the company is located. The service, called Nielsen I/Pro I/Counts and Nielsen I/Pro I/Audit, will tell subscribers the number of visits made to Internet sites. I/Count lets Web site owners monitor the total number of visits and the geographic and organizational origin of visitors, among other things. I/Audit subscribers receive monthly or quarterly reports providing more detailed information about the Web's audience. The duo is also planning on developing programs that will supply advertisers and Internet site providers with demographic data on visitors. Internet browsers will be able to fill out a profile card if they wish, which will enable I/Pro to provide detailed information on users. Last month Nielsen started another study in the U.S. to test whether the Web is worth advertising on (as reported in Adnews Sept. 1, 1995). This was carried out in conjunction with CommerceNet, a group of companies and institutions that promote doing business on the Internet. Results of this combined telephone and on-line survey will be published this month. Highlights will be available free at the CommerceNet Web site (http://www.commerce.net) and on the home page of the Netscape Navigator from Netscape Communications Corporation (http://www.netscape.com).