A Framework For Thinking About Online Advertising
Nick Nyhan
While online advertising has grown significantly as an industry, to many marketers it is still relatively new. Some struggle to understand it in terms of an existing media frame of reference. Should online be viewed in a print paradigm since it employs small ads, mixed in with content, on a “page”? Or should a direct response model be applied to online because of its interactivity? Most recently, the burgeoning video capabilities of online have encouraged some advertisers to liken it to television.
Trying to force fit online advertising into a pre-existing,...