Efficiency of online advertising
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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.ruSection: 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.