Internet: Advertising effectiveness

 

This paper discusses how to create advertising for online branding campaigns. Ten principles are proposed, based on extensive evaluation research: 1) show brand prominently in all frames; 2) each fram

This article examines brand-execution tactics (showing and naming the brand) in television, internet video advertising, and brand placement within TV programs. Multiple research studies provide evide

The click rate on internet display advertisements averages only 0.1%. This article investigates whether this implies that online display ads are ineffective, or alternatively that they work in a way s

The article discusses the best ways to measure the effectiveness of online advertising. Click-through, an obsession with many advertisers, is inadequate and liable to bias: it only captures 1% of the

The article discusses online gaming and the effectiveness of advertising in that medium. The gaming market is huge and growing, especially among young men. Online gamers are likely to be in work (ther

The article argues that there is a general tendency to misunderstand online communities: they are seen as 'authentic', 'honest',' open', 'real people', in contrast to companies which are seen as disin

Brand 'friending' is the process by which brands seek to engage and interact with users of social networks. Friending can take many forms, but within three broad approaches: 1) getting users to become

WARC Online's media editor, Laura James discusses and analyses the media strategies of the winners in the 2008 IPA Effectiveness Awards and finds four main themes: the changing role of TV advertising; ...

WARC Online's US editor Geoffrey Precourt reports from ad:tech New York 2008 on the panel session devoted to "Redefining Creativity in the Digital Age". In the opening section, Paul Woolmington of Nak ...

WARC Online's US editor Geoffrey Precourt reports from ad:tech New York 2008 on the address given by Ogilvy & Mather chairman and ceo, Shelly Lazarus. It discusses the ground-breaking use of digital c ...

This article discusses some new approaches to multi-media research which attempt to assess the emotional value of media contacts over and above their reach. Research has shown that there are substanti ...

WARC Online's media editor Laura James analyses the main media trends across the 14 winning campaigns of the 2008 Euro Effie Awards. She discusses campaigns for brands such as Intel, Audi, Dove, McDon ...

This article reviews case studies from the WARC Online archives where the internet was the dominant medium, and the aim was to market to new and existing customers Key lessons include the importance o ...

The ABC Television Network has undertaken a series of research projects to understand the effectiveness of advertising in online streaming of TV episodes on ABC.com. The results of the current study s ...

The rapid growth of online advertising raises concerns about advertising clutter in the online media environment. This paper proposes an integrated model of advertising clutter that addresses the uniq ...

In this article, WARC Online's US Editor Geoffrey Precourt details some of the main points from the first day of the Ad:Tech Chicago 2008 Conference. The first area discussed is the importance of tech ...

Internet advertising is forecast to continue growing at around 27% per year, but there is doubt and disagreement about how it is measured, and how advertising revenue should be calculated. To illustra ...

Web sites are based on information and communication technologies that enable easy, rapid interactions between consumers and advertisers and thus represent more durable and common communication activi ...

This article examines the role of product/brand type on Web site previsit intentions by framing Web site visits according to the theory of planned behavior and applying the Rossiter-Percy grid to onli ...

Sarah Morning, a planner at OgilvyAction, explores the ways people are using the internet. She argues that it is no longer an 'information superhighway' (if it ever was), but a world of unmapped and e ...

This report summarises research conducted by the European Interactive Advertising Association among advertisers in six European countries in an attempt to understand both the role that online advertis ...

In 2007, the internet is predicted to account for over 10% of all US adspend. But, according to John Wood of Beechwood, this undervalues the dramatic effect that the medium is having on all aspects of ...

This paper looks at the various approaches of measuring online and internet advertising, its difference from tradition media and whether metrics such as reach and frequency are sufficient. It notes th ...

This paper discusses the 'click-thu', the primary way that users interact with the worldwide web mainly through moving and clicking their mouse. Since clicking represents a conscious decision to view ...

Using and adapted version of the AIDA sequence (prefixing it with R for reach), Darran Snatchfold, market insight analyst at MSN Search, argues that online display ads combined with search advertising ...

Frank Orman, managing director of LeadGenerators, investigates search engines and discusses how marketers can make the best use of them. He describes how Google, Yahoo! and MSN work, as well as explai ...

The boom in online advertising has been accompanied by a similar growth of online advertising techniques. Conrad Bennett, of WebTrends, describes and reviews search engine marketing (SEM) and behaviou ...

Mark Cripps and Caroline Parkes, from Craik Jones, describe the methods and results of online targeting. They compare and contrast behavioural targeting (BT), which tracks where people have been, and ...

In this introduction to Admap's report on Search and Behaviour Marketing, Roderick White discusses the growth and importance of search engine marketing (SEM) and behavioural targeting (BT) to the inte ...

The internet is a rapidly maturing advertising medium, and now attracts greater levels of adspend than more traditional formats such as outdoor and cinema in the UK. Online advertising offers distinct ...