Online Ad Effectiveness - Package Opportunities

This article explores online ad effectiveness for consumer packaged goods at a time when advertisers are now pressured to prove how their online efforts impact the bottom line.

POV: Online Ad Effectiveness – Package Opportunities

1. BACKGROUND:

  • In times of economic downturn marketers are being held to a higher degree of accountability than ever. And since the Internet is often considered to be the most measurable medium online advertisers are now pressured to prove how their online efforts impact the bottom line.

  • Sales impact and media mix contribution are the current Internet focus, but the advanced techniques like market mix modeling have provided limited learning about web's contribution to sales.

  • This POV evaluates the different media properties that have package a solution that measures the ROI online media....

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