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Report: Measuring the effectiveness of online advertising
In a constantly changing environment where new online resources, formats and uses are being developed, measuring the effectiveness of online advertising is a complex matter. In 2010 advertising budgets allocated to internet media represented 16% of total advertising expenditure worldwide, and this figure could reach 21% within the next four years. With an increasing proportion of advertising budgets going to online campaigns, measuring performance is more than ever a key issue.
The findings of the study, which includes input from eleven major global advertisers, identifies the different ways of measuring the effectiveness of online advertising:
- Objectives of online communications strategies
- The Web's contribution to branding objectives
- Impact of online campaigns on offline sales
- Media mix effectiveness
- Impact of online advertising on browsing behaviour
- Impact of targeting on all aspects of a campaign
- Impact of advertising formats on conversion and branding
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