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Mesures d'audience sur internet : à la croisée des chemins entre approche publicitaire et marketing direct

Author

Listed:
  • Pierre Desmet

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Alain Goudey

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

  • Pauline de Pechpeyrou

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Principalement sous forme de bannières, la communication sur Internet offre des possibilités de communication attractives mais ne représente encore qu'une très faible partie des investissements publicitaires, tous médias considérés. La mesure de l'audience et sa qualification sont essentielles tant pour le site que pour l'annonceur. Cet article présente les caractéristiques et les différences entre les mesures de fréquentation sur le site et celles effectuées à partir de panels. Sont ensuite abordés les obstacles, tant méthodologiques que techniques qui restent encore à surmonter pour harmoniser les méthodes de mesure d'audience

Suggested Citation

  • Pierre Desmet & Alain Goudey & Pauline de Pechpeyrou, 2003. "Mesures d'audience sur internet : à la croisée des chemins entre approche publicitaire et marketing direct," Post-Print halshs-00143482, HAL.
    • Handle: RePEc:hal:journl:halshs-00143482
    as

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    Keywords

    audience; internet;

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