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ARTICLES ON ONLINE ADVERTISING


Please note: because of my commitments to the websites associated with my books, I no longer have time to add new articles to this page. That should not stop you reading them. This is for two key reasons:

1 Because they are mainly about the basics of digital marketing, they still have relevance today, and

2 They represent the history of online marketing - if such a short period can be described as 'history'.

If you want to fully understand the subject well enough to earn a living in the discipline - or just pass an assignment - read them and learn.



UK leads way in online advertising Although the reason seems to be that we have a strong 'public' broadcaster [with no advertising] - the BBC - and so advertisers have fewer channels for TV / radio ads, this is still a nice headline for us Brits.

An advertising model that does not click A worthy article, if not ground-breaking - with such comments being around for some time in the e-marketing world. What interests me is that a footnote declares that "the writer covers technology for the FT from San Francisco". Funny, I thought it was a marketing/advertising story? Maybe that's why it is a couple of years out of date?

A well-written narrative - One Lovely BlackBerry Ad Equals One Lousy Web Experience - makes its point well, and that point is all about landing pages.

Make sure you read the comments at the end of Seeing Ad First Increases Action Odds Sevenfold - they raise the kind of issues that students and practitioners of e-marketing should be aware of.

This one is a bit heavy going, but stick with it - this is [I think] a very important element of delivering local/relevant ads online - Geolocation: Core To The Local Space And Key To Click-Fraud Detection

I say several times on this website that Jakob Nielsen is required reading for any Internet marketer [or techie]. Here is another one of his Alertbox newsletters [sign up for them, now]. As with all of of his stuff Banner Blindness is based on applied research, and so is of significant value.

This article - Click-Through Plus View-Through Completes ROI Measurement - looks at the results of some research into brand and direct response advertising online.

Some interesting observations on the subject in this article - Dayparting: Profitable Tactic Or Waste Of Time? - the title of this one tells you what it is about.

I have included this one - Is Believing in Behavioral Targeting Like Believing in Santa? - just to show that opinions on the effectiveness of [some] online advertising differ. Make sure you read the comments at the end of the article in order to get both sides of the argument.

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