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Measuring Online Ad Effectiveness, 2004
eMarketer, July 2004, Pages: 25
The Measuring Online Advertising's Effectiveness spotlight report explores the rapidly-evolving world of online ad metrics, a place still cluttered with outmoded or misunderstood concepts, but where the promise of accountability is fast becoming reality.
The old mantra of advertising, Wanamaker's Rule, that half the money spent on advertising is wasted, but no one is certain which half, is becoming outmoded, because when it comes to Internet advertising, everything can be measured. But in order not to be overwhelmed by meaningless numbers and statistics, the trick becomes knowing what to measure and when.
Even though Internet advertising advocates have long labeled it the most accountable of all ad media, that claim used to be more hype than truth. However, methods and technologies now in place are making the measurement of online ad effectiveness an everyday reality, available to any marketer. Are you using them to increase your ad efficiencies?
Key Questions Answered in the Report Include:
- Can dynamic segmentation create more accurate accounting?
- Which ad metrics work best for paid search and e-mail marketing?
- Why is online branding measurement much the same as for offline?
- Is targeting by consumer behavior more effective than by demographics?
- Why is the click-through rate declining? Does it matter?
- How can marketers make the most of delayed reactions to online ads?
- And many more
Here is an example of the type of statistics and analysis that fill the report:
The 'New View' of Online Advertising
Despite the 'interactive' label tagged onto Internet advertising, the process of judging an online ad campaign's results often means discarding often-paltry immediate responses. Several ad companies, including DoubleClick and Advertising.com, measure the view-through rate, which considers actions taken by users within 30 days of viewing an ad. As the declining click-through and rising view-through numbers show, consumers are more likely to respond slowly than right away.
You will find charts, graphs and analysis inside the Measuring Online Advertising's Effectiveness spotlight report.
This Spotlight Report is Focused and Up-to-Date
Drawing on aggregated data from leading research firms and government agencies, in combination with proprietary projections and analysis, the Measuring Online Advertising's Effectiveness spotlight report gives you the information you need to get the most out your online ad dollars.
Information Sources
- Advertising.com
- Bigfoot Interactive
- DoubleClick
- Dynamic Logic
- eMarketer
- InsightExpress
- Interactive Advertising Bureau (IAB)
- iProspect
- JupiterResearch
- Marketing Evolution
- Unicast
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