Measuring the effectiveness of online advertising

In a constantly changing environment where new online resources, formats and uses are being developed, measuring the effectiveness of online advertising is a complex matter. In 2010 advertising budgets allocated to internet media represented 16% of total advertising expenditure worldwide, and this figure could reach 21% within the next four years. With an increasing proportion of advertising budgets going to online campaigns, measuring performance is more than ever a key issue.

The findings of the study, which includes input from eleven major global advertisers, identifies the different ways of measuring the effectiveness of online advertising:

  • Objectives of online communications strategies
  • The Web's contribution to branding objectives
  • Impact of online campaigns on offline sales
  • Media mix effectiveness
  • Impact of online advertising on browsing behaviour
  • Impact of targeting on all aspects of a campaign
  • Impact of advertising formats on conversion and branding