For Interactive Marketing Professionals (Length: 11 pages)
April 30, 2008
Getting More Out Of Online Ads
What Beyond Ad Format Will Improve Display Media Performance
with Rebecca Jennings, Jennifer Joseph, Emily Bowen
Executive Summary (This is a document excerpt)
Many marketers believe that ad format determines campaign performance. While ad format does influence campaign results, it is not the only factor that does so. Forrester advises that marketers use four interrelated elements — creative, placement, targeting, and ad format — to evaluate their media buys. Then, to optimize display media strategies overall, marketers should bring right-brain tactics back into measurement and demand new publisher services.
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Forrester interviewed 13 vendor and user companies, including 24/7 Real Media, Burst Media, DoubleClick, Eyeblaster, Interactive Advertising Bureau, Interpolls, Linkstorm, Microsoft/aQuantive, Pointroll, Revenue Science, Specific Media, Sportgenic, and [x+1]. This report also includes findings from our Q3 2007 US Interactive Marketer Online Survey. Related Research Documents
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Original air date: Friday, January 04, 2008
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