Interpreting the new online advertising effectiveness measures

Gabriel Hughes

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory.

Interpreting The New Online Advertising Effectiveness Measures

How new online brand effectiveness measures compliment ad server metrics, and their possible interpretation in view of recent advertising theory

Gabriel HughesTaylor Nelson Sofres Plc.

Introduction

This paper concerns the new measures of online advertising effectiveness, and seeks to explain what they are, how they came about and how they can be understood in the light of recent advertising theory. It is argued that the new measures are mainly the result of commercial pressures, specifically, pressures affecting Internet ad agencies and ad networks who have used these methods to try to fill...

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