Author Question: In about 100 words, summarize the difficulties companies encounter when they attempt to measure the ... (Read 114 times)

BRWH · **on:** Jul 7, 2018

In about 100 words, summarize the difficulties companies encounter when they attempt to measure the effectiveness of their online advertising campaigns.

Question 2

Write a paragraph in which you briefly outline the reasons for the decline in the use of banner adverting online.

ansleighelindsey · **Reply #1 on:** Jul 7, 2018

Answer to Question 1

The effectiveness of online advertising is difficult to measure. In 2004, a joint task force of the Interactive Advertising Bureau (IAB) and the Institute of Practitioners in Advertising (IPA) created a set of media measurement guidelines that all online advertisers can use to produce comparable ad view numbers. Although the task force guidelines have helped to establish measures of ad views, it is difficult to assess the effectiveness of online advertising because site visitors change their Web surfing behaviors and habits as they gain experience using the Web.

Answer to Question 2

Click-through rates now range from .3 percent to .5 percent, depending on the sites content. Although some recent research suggests that Web site visitors see and are influenced by banner ads that they do not click, advertisers are reluctant to pay for ads that do not produce directly measurable results.