Measuring the effectiveness of online advertising

Coordina IAB Francia y PwC
Año 2010
Idioma English
Páginas 78
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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.