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advertising
This page looks at some of the literature about
advertising online, including
industry and academic studies.
One of the best sites for analysis of advertising on the Web is that
developed by Barker &
Groenne. It offers academic research and a select list of
pointers to industry studies.
Jakob Neilsen's Alertbox
column is essential reading; his September 97 article
on Why Advertising Doesn't Work On The Internet now has classic
status.
There are, perhaps surprisingly, relatively few readily accessible
and authoritative studies of online advertising - although there's lots
of hype in the general and specialist media.
The Internet Advertising
Bureau (IAB), a non-profit US-based industry body,
has a disappointing site: many of the links to academic or industry
studies are dead. However it does offer the useful 88 page Online
Advertising Effectiveness study, which considers 16,000 viewers
of advertising on 12 major sites and is touted as the largest, most
rigorous test of advertising effectiveness so far.
That report was devised by Millward Brown Interactive, which also
produced the January 1999 Advertising
Effectiveness Research: Wired Digital Rich Media Study, a
somewhat self-serving but interesting document.
Electronic Billboards on
The Digital Superhighway, the 1994 report
by the Coalition for Networked Information was run over by a succession
of trucks marked 'commercial reality' and is only of historical
interest.
Admedia Org, an offshoot of Michigan State University, has produced a
short Internet
Advertising Research Guide. Among other sources CommerceNet,
Ad Resource (an
Internet.Com subsidiary) and eMarketer
provide coverage of developments in the US - largely feeding off media
releases. The invaluable Cyberatlas,
albeit with the same feeding habits, should be on your list.
Debate continues about the viability of
online advertising as the basis for journals and other publications. The
1998 article
in the Journal of Electronic Publishing by David Wilson
encapsulates differing views. Don Middleberg's Winning PR in the
Wired World: Powerful Communications Strategies for the
Noisy Digital Space (New York, McGraw-Hill 00) is
overhyped but does highlight key issues.
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