Ten Years of Learning on How Online Advertising Builds Brands

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or direct response.

Ten Years of Learning on How Online Advertising Builds Brands

Nigel HollisMillward Brown

Online advertising began in 1994, but accurate (and audited) spend data first became available in 1996. Figure 1illustrates the year-on-year growth of online advertising...