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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Banner Ad Campaign Results

The banner ad campaign designs are complete. The questions regarding online banner advertising are answered. The media buys are placed. The ads are live and the expectations are high. Now, what about the measurement of the results of the banner ad campaign? As mentioned earlier, it’s practically impossible to measure the branding element without going directly to Web site audiences. Ways to measure the effectiveness of branding for online ad campaigns would be through surveys of viewers to find out their responsiveness to designs and campaign messages, or to ask consumers and/or clients which means of advertising led to the purchase of a product or service. However, to date most of the campaign measurement falls with ...

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