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April 2008 Getting More Out Of Online AdsWhat Beyond Ad Format Will Improve Display Media Performance
by Shar VanBoskirk
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Executive Summary
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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