Decay Effects in Online Advertising: Quantifying the Impact of Time Since Last Exposure on Branding Effectiveness

Advertising effectiveness tests combining surveys and electronic tracking of online advertising are common, and the method is increasingly being utilized within more comprehensive, cross-media methodologies.

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...

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