ABSTRACT
This chapter aims to update the main works on online advertising in an environment as volatile as the internet, with a specific focus on the study of online and social network advertising formats. It provides the reader with an understanding of the position of paid social tools that can contribute to a brand-spreadable media model. The chapter assesses the efficacy of digital advertising on social networks, thus contributing to the creation of a theoretical framework for understanding effective brand campaigns. It focuses on noteworthy practices that are valid for practitioners, marketers, and researchers. The chapter describes a starting approach to the online advertising framework is made, introducing a spectrum of advertising formats used on the internet, with specific descriptions of formats used by outstanding social network sites such as Facebook. Twitter, the number one micro blogging social network in the world, has also developed unique advertising formats.
