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Brand advertising shrinks. Online ad revenues flatten. More advertisers spread their spend across more sites. What’s the fix? Nielsen recommends a four-point plan featuring 1) more creative online ad format options, 2) more concentrated content to fewer targeted audiences, 3) a focus on Web sites with high consumer satisfaction ratings and 4) metrics emphasizing time per page, not pages per person.
Jon Gibs, VP, Media Analytics, at Nielsen Online, brings you through the ins and outs of impactful online advertising in this Nielsen Consumer Insight, read more here.