For Interactive Marketing Professionals

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	April 30, 2008 Getting More Out Of Online Ads What Beyond Ad Format Will Improve Display Media Performance by Shar VanBoskirk with Rebecca Jennings, Jennifer Joseph, Emily Bowen	Average: 8  (2 ratings)

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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.

TABLE OF CONTENTS

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

RECOMMENDATIONS

• Think Outside The Campaign
• Related Research Documents

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