The
Media Buyers’ Table uses data collected on websites that participate in Forrester’s online consumer research survey, the UK Internet User Monitor (UKIUM). Of the 120-plus UK websites that took part in the UKIUM survey, 43 have agreed to publish their site’s data in the table, says Forrester.
“Advertisers are increasingly measuring the success of online advertising, rather than just trusting that traffic equals success, and paying CPMs according to basic demographic measures of sites,” said William Reeve, group director at Forrester. “In today’s challenging climate for online advertisers, accurate campaign planning and reporting is crucial. So, not only knowing the demographic profile of a given website’s users, but also what proportion of its visitors had bought online, clicked on ads and even bought as a result of an online ad, enables planners and buyers to make far more informed choices about ad placement.”
The Media Buyers’ Table comprises 10 key data points including standard demographics like age and social grade; internet behaviours such as online buying and attitudes toward online advertising. These data points are applied to each of the 43 participating sites, which include some of the UK’s highest-traffic sites such as MSN, Beeb.net, Carlton, Lastminute.com and Lycos. The data will be refreshed every six months, in line with the reporting periods of UKIUM.
