The Interactive Web: Toward a New Discipline

This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years.

The Interactive Web: Toward a New Discipline

Hairong Li

Michigan State University

HISTORY

The World Wide Web (Web) emerged as an advertising medium in the early 1990s. It since has been used not only as an advertising vehicle itself but as a platform for new forms of interactive advertising, such as display ads, sponsorship, search ads and, more recently, blogs and microblogs, social ads, user-generated content, and widgets and apps. The Web—as well as digitally focused advertising concepts—is transforming the advertising business and education in the United States and around the world.

The Journal of Advertising Research(JAR) was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands