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Measuring Online Ad Effectiveness

Product Type: Market Research Report
Published by: eMarketer
Published: July 2004
Product Code: R203-330
Description

Advertising Agencies, Online Networks, Marketers and Advertisers, Software and Content Providers and Online Retailers.

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 measureÑand when.

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
    Table of Contents
    A. Online Ad Metrics:What’s Right? What’s Wrong?


    B. Looking for Proof of Web Ad Effectiveness


    C. Measuring E-Mail & Paid Search


    Views & Implications


    Related Information & Links

    • Ordering and More Information
    Price and Delivery Options


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