Abstract:

Evidence has been mounting that online advertising can be an effective marketing tool. This paper demonstrates that this effectiveness has actually been increasing over time, as advertisers have learned to use the new medium and the range of tools it offers. The analysis is based on Dynamic Logic's MarketNorms database, a collection of results from more than 1,000 advertising campaigns, 10,000 creative executions and one million respondents. The results demonstrate not only the potential effectiveness of new tools like rich media and larger formats but also the importance of capturing and applying learning within the advertisers' companies and industries.