Research Topics:

Advertising Effectiveness | Advertising Impression Studies | Advertising Research

Industry/Market Focus:

Advertising Agencies

Content Type:

Glossary

Advertising Impression Studies Definition

Advertising impression studies count the people exposed to an ad or ads in a media program.

Advertising impression studies are research tools that measure how many times an advertisement is seen, thus quantifying whether an advertising campaign is reaching its target market. The studies calculate the reach of an advertising campaign across media channels, which helps determine where the campaign is achieving its desired effectiveness. The research has several goals, namely providing quantifiable data that objectively measures the performance of an ad campaign. Insights help advertisers and marketers identify successful strategies and areas for improvement, as well as offer a view into audience engagement with the ads, enable advertisers to refine their targeting efforts; and justify advertising expenses and budgets for maximum return on investment.

Who relies on advertising impression studies?

Advertisers, marketers, advertising agencies, marketing researchers, media companies and publishers are among the entities that rely on advertising impression studies. With the quantified results of the studies in hand, advertisers can evaluate and make informed decisions about the performance of their campaigns. Also, marketers use the data to optimize their strategies. Conversely, agencies, media companies and publishers depend on results to demonstrate the value of their advertising campaigns.

Why should I care about advertising impression studies?

Advertisers, marketing and marketing research professionals care about advertising impression studies. Understanding the number of advertising impressions gauge an ad campaign’s exposure and can greatly influence decisions to improve campaign performance. What’s more, study results can justify advertising expenditures, thus illustrating that investments generate the desired impact.