Maturity Matters
How and Why Online Advertising has been Getting Better Over Time
Anthony RomeoDynamic Logic and CEO, Strategic Dynamics, LLC, United States
Suzanne Moorey-DenhamDynamic Logic Europe, United Kingdom
Joao NevesDynamic Logic Europe, United Kingdom
INTRODUCTION
There is no longer any doubt that online advertising can be an effective marketing tool. Numerous studies have demonstrated that online advertising not only works (e.g., Romeo and Nyhan 2002, Dreze and Hussherr 1999, Briggs 2001, Wakeling and Murphy 2002) but also that it tends to be underrepresented in the marketing mix (e.g., IAB, 2002, 2003). While reinforcing this basic proposition,...