Online Advertising Planning

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of online advertising planning.

Online Advertising Planning

Jill Peled


  • Reported by eMarketer, Dynamic Logic found that those respondents exposed to online advertising showed somewhat higher increases in key brand metrics, than those who were not exposed (the control group).

  • The creativity and contextual relevance of ad campaigns can heavily influence the results. When only measuring the top 20% of highest-performing campaigns, aided brand awareness increased 8.9%.

  • According to a study by the Online Publishers Association and Dynamic Logic, display ads within branded content sites do a better job of boosting brand metrics than when those same ads are placed...

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