chapter  22
Measuring the Efficiency of Digital Advertising
ByAlbena Pergelova, Fernando Angulo-Ruiz
Pages 16

This chapter addresses the digital advertising effectiveness literature or efficiency literature proposes a model that incorporates a broader set of metrics, including consumer empowerment. It outlines a methodological measurement approach that can capture the diversity of inputs and outputs both consumer and advertiser-controlled generated as a result of digital advertising campaigns. The chapter provides a review of the digital advertising effectiveness literature, organizing it around two themes: advertiser-controlled inputs into the ad campaign and consumer-controlled inputs with the caveat that the distinction is fluid because of the consumer-advertiser interaction and interdependence in the process. Online display advertising seems to create awareness and recognition. Hoban and Bucklin examined the impact of online display advertising on impressions of an online financial tools provider and found that these ads impact impressions of new visitors, serving as an awareness tool, and of authenticated and converted users.