Online Advertising Effectiveness

Richard J. Collins

The author describes how United Airlines monitors and tracks online banner advertising - beyond banner click-through.

Online Advertising Effectiveness

Why it's important to measure beyond the click

Richard J. CollinsUnited Networks

There has been a lot of discussion about the supposed benefits of online advertising, especially banner ads. Click-through rates continue to decline, online users say they generally rind banner ads annoying and rich media doesn't yet deliver the experience that most users expect on an average 56K modem. So does this spell the death of banner ads? I don't think so.

The ANA's own Website Management and Internet Advertising Trends report showed that 64 percent of its members were using Internet advertising...

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