Creating and placing the right ads online

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.

Creating and placing the right ads online

Gary Arlen

NBC-TV's much-lauded satiric sitcom, 30 Rock, recently included a landmark product placement. After the leading characters have spent several lines of dialogue extolling Verizon's mobile phone and network, Tina Fey, the show's star and producer, breaks the 'fourth wall' and looks directly into the camera to say (presumably to Verizon's marketing honchos), 'Can we have our money now?' (1).

It does not take much media savvy to recognise the deal between the TV network and the wireless phone company. Some viewers may have even noticed the paid Verizon commercial...

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