Does Anyone Really Know If Online Ad Campaigns Are Working? An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet

In 2008, the Interactive Advertising Bureau (IAB) commissioned a study of the reliability and validity of the predominant methods used to assess Internet advertising effectiveness (IAE).

Does Anyone Really Know If Online Ad Campaigns Are Working? An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet

Paul J. Lavrakas

Independent Consultant

Sherrill Mane and Joe Laszlo

Interactive Advertising Bureau

INTRODUCTION

The effectiveness of Internet advertising has been measured for more than a decade. There are, however, many who remain uncertain about—and others who are dissatisfied with—whether most of the studies that measure the effectiveness of this form of advertising generate accurate (reliable and valid) results that can be interpreted and applied with confidence by those for whom these studies are...

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