Abstract:

The rapid increase in the number of people who can and do access the Internet, has resulted in similarly strong increases in the amount of money spent for online advertising. This increase in spending makes it more and more important that the effectiveness of these new forms of advertising is explored and that we understand how they work. The body of research that has explored if and how Internet advertising works is still comparatively small, but it is growing rapidly. We will review this research, including a number of unpublished studies, analyze conclusions, and suggest directions for future research. However, before we do that, it is appropriate to define what we consider “Internet advertising”.