As more content migrates online and media choices there continue to expand, ad dollars are moving to the Internet at a faster rate than any other medium. And with marketers being offered ever-new ways to deliver their brand messages online, understanding the effectiveness of the Internet as an advertising platform has never been more critical.

It's long been known that a delivered impression online does not guarantee that a visitor actually saw an ad, and that click-thru levels are often a tiny fraction of impressions. Yet these metrics have remained the standards used to evaluate ad effectiveness online. But what is the value of the Internet beyond page views and clicks? Namely,

• Are viewers noticing your specific Internet ads?
• What kind of branding impact do these ads have on users, even if they didn't choose to interact or click thru?
• Does the impact persist beyond immediate recall?
• How does impact compare across different online ad formats and specific creative?
• And, how do Internet ads stack up against TV ads in terms of their effectiveness and efficiency?

IAG Internet was built to answer all of these questions.

The service utilizes Nielsen IAG's existing robust television panel to understand user response to Internet advertising. Through a tested cross-platform survey methodology, IAG Internet enables marketers to understand not only how different online creative executions and formats perform relative to each other, but also versus that brand's television advertising.

Like IAG Television, IAG Internet is not a self-contained study, but a syndicated service designed to provide continuous measurement of advertisers' online campaigns. This ongoing measurement allows the data to be analyzed and benchmarked in many different ways:

• Compare performance to current and historical TV campaign benchmarks for both clients and competitors
• Compare performance to current and historical Internet campaign benchmarks
• Compare performance of exposed to unexposed (control) respondents
• Identify best-performing creatives, sites and site categories
• Identify best-performing ad formats and placement locations
• Aid in frequency optimization

For television programs which air in full-episode format online, IAG Internet also measures Program Engagement and In-Program Placement (brand and product integration) effectiveness. As with advertising, these data can be compared to both Internet and TV performance benchmarks.

IAG Internet is the only panel-based measurement service that provides continuous evaluation of Internet ad performance and a direct comparison to TV ad effectiveness.