Key Success Factors in Internet Advertising

Internet advertising has presented
sustainable revenue growth since its inception in the
mid-1990s. Internet advertising takes a multitude of forms,
ranging from the "traditional" banners to today's rich media
ads. Due to its wide success, internet advertising currently
constitutes a significant marketing channel for a large
number of firms and it is thus gradually gaining attention
in the context of marketing communications strategy planning
and implementation. However, there has been relatively
little empirical research and actionable knowledge on the
factors that affect the success of online advertising.
Consequently, when relying on insufficient knowledge to make
decisions about their internet marketing strategy, companies
run the risk of missing marketing opportunities or damaging
their image. To this end, the work presented in this book
investigates how the online activities and social context of
internet users affect their response to online advertising.
The study is carried out through the analysis of user
responses to internet ads in a controlled online environment.