For Interactive Marketing Professionals

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	March 3, 2009 Online Display Advertising: Metrics For Proving Success In A Recession by Rebecca Jennings with Emily Riley, Jennifer Wise	Average: 8  (4 ratings)

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Executive Summary

Online display advertising has become an accepted interactive marketing tool during the past 10 years, used by the majority of interactive marketers in Europe and the US. However, for many advertisers, the tools and techniques used to measure the success of display advertising are still evolving, both in terms of day-to-day success metrics and long-term evaluation of cross-channel impacts. Interactive marketers need to move away from success models based on basic reach or cost measures and implement more sophisticated technologies that allow for metrics driven more by campaign goals and on multiple-exposure attribution.

TABLE OF CONTENTS

• Online Display Ads Form The Mainstay Of Digital Strategies
• How Do Marketers Measure Success Today?
• Current Measurement Methods Need To Evolve
• How Will Better Ad Metrics For Marketers Evolve?

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