Efficiency of online advertising

Download paper
Alexander N. Nazaykin

PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: info@nazaykin.ru

Section: Advertising and Public Relations

The article focuses the main types of internet-advertising, including banner and contextual advertising, as well as the key factors ensuring efficient ad campaign on-line. The author scrutinizes the results of several experiments and outlines the major problems in measuring ad effectiveness on the Web.

Keywords: mass-media, Internet, effectiveness, efficiency, web-site, banner, contextual advertising, click fraud