Internet: Advertising effectiveness

 

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 ...

In this issue of 'Best Practice' Roderick White turns his attention to the web and internet advertising. Starting by describing the characteristics of the medium, and most frequently used types of ad ...

This paper discusses the growth of internet advertising. He outlines the wide range of communication possibilities, and gives guidance on how the plan and manage internet advertising campaigns.

Online auctions hosted by newspapers to enhance the media mix are relatively new compared to other models of online advertising. This study examined the Ventura County Star newspaper's open-cry, 'goin ...

This study compares the effectiveness of internet advertisements (pop-ups), print advertisements (posters) and radio advertisements for an airline ticket and for a weekend stay at a hotel. The adverti ...

This paper describes a completely new way of measuring Internet audience behavior and combining it with a full cross media survey covering all major media categories and a full TGI database. The reall ...

The study attempts to provide an insight into a range of research methods commonly used for campaign performance measurement. The paper underlines the problems inherent to the control – exposed method ...

The overall objective of the paper is to share the results of over five years long analysis of leading consumer websites that demonstrates how many leading brands have underutilized the marketing capa ...

The emergence of search marketing in recent years has not only yielded another channel for online advertising, but also another means of measuring users’ engagement with a brand. This case study exami ...

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or ...

Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodo ...

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young a ...

This paper takes a first careful step into the rich body of information on combined usage of radio and TV which has accumulated in three years of electronic measurement of radio (and TV) with Radiocon ...

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergisti ...

The Touchpoints II Study, which seeks to understand what marketing factors have the most influence on a consumer's decision to purchase a product, reveals a continuing purchase process shift set in mo ...

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learn ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...