For Marketing Leadership Professionals

Getting More Out Of Online Ads

What Beyond Ad Format Will Improve Display Media Performance

Why Read This Report

Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use four interrelated elements — creative, placement, targeting, and ad format — to evaluate their media buys. Then, to optimize display media strategies overall, marketers should bring right-brain tactics back into measurement and demand new publisher services.
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TABLE OF CONTENTS

  • Online Advertising Is Getting More Sophisticated
  • Success Depends On More Than Just Ad Format
  • RECOMMENDATIONS

    Think Outside The Campaign
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