TITLE:
Impression-Based Advertising: A Cross-Platform Solution
AUTHORS:
Edward Evans Smallwood
KEYWORDS:
Advertising, Measurement, Impression, Cross-Platform
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.12 No.12,
December
14,
2022
ABSTRACT: This study investigated a possible solution to the
challenge of cross-platform advertising measurement. Opinions of advertising
experts (agencies, media, clients, researchers, and scholars) in the form of
personal interviews (N = 37) informed potential effectiveness
of the impression as a cross-platform measure of advertising delivery. Participants agreed that impression measurement could provide a solution to
cross-platform measurement challenges.
They also identified eight obstacles to adoption of impression-based measurement along with seven additional
considerations for media measurement. Finally, an Advertising Process Model is
proposed to organize and analyze the
concepts.