Online advertising. Measurement, planning, buying and optimization
Hans Dohmeyer, Interactive Marketing Partner, Germany
INTRODUCTION
On-line advertising incorporates hyperlinked as well as non-linked ads being presented, primarily as banners in websites, on the World Wide Web. Homepages on the WWW, on the other hand, fall under the category of online marketing and will not be discussed in this paper.
The three primary aims of online advertising are:
- Building-up public awareness about a brand (and/or company) and its corresponding website ...