Measuring the effectiveness of online advertising
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This study identifies different ways of measuring the effectiveness of online advertising, and proposes seven key indicators for effectively measuring online display 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.
Contacts
- Natalia Yakovleva
-
Natalia Yakovleva
Partner
Moscow
Specialty
- Infocomm
- technology
- entertainment & media audit services
- Partner
- Tel: +7 (495) 967-6133
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- Global entertainment and media outlook, covering the forecast period of 2011–2015
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