Online display advertising — one of the fastest growing sectors in the world — is becoming an increasingly competitive arena. In fact, a recent study conducted by PricewaterhouseCoopers and the Internet Advertising Bureau (IAB) revealed that online ad spend had grown by 14.4 per cent in 2011, with display advertising passing the £1bn mark for the first time ever. With this is mind, publishers need to understand how to critically assess and maximise the impact of their advertising campaigns, monitoring the metrics to achieve the best possible outcome. Optimisation, creative management and even campaign objectives must gel so that advertisers achieve their desired outcome and publishers are able to achieve the competitive edge.
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