Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness
William J. HavlenaDynamic Logic
Jeffrey GrahamStarcom MediaVest Group
INTRODUCTION
By the end of 2004, the online advertising business had grown to $2.7 billion (Interactive Advertising Bureau, 2005). While much of the investment in the medium has been related to direct response and search-based advertising, a substantial percentage has been devoted to brand-building activities and sponsorships.
Because the internet is an emerging medium and has grown within an environment of increasing demand for accountability, online advertisers have used a variety of methods to...