Online advertising: Not wearing out its welcome
Dominic Twose and Molly ElmoreMillward Brown
Most marketers know two things about online advertising: that it works, particularly with frequent exposures; and that the format is about as popular as a foot-in-the-door salesman. This leads to a dichotomy. Should you buy high frequency exposures to maximise your effect, or will this ultimately just annoy your target audience?
Online advertising works
Online advertising achieves more than just driving behaviour via click-through. In thousands of research studies comparing exposed to non-exposed respondents of various campaigns, online advertising has demonstrated its ability to drive key...