Online advertising: Not wearing out its welcome

This report explores how advertisers can maximise frequency for online ads whilst minimising how much they annoy consumers.

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...

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