Marketing Communications

494 CHAPTER 15 E-COMMUNICATION

that the time spent by Internet users on websites is on average 50% higher following exposure to a display advertis-

ing campaign. The PWC study, based on experts’ interviews and desk research, indicates five levels for effectively

measuring online advertising and nine categories of indicators for measuring online performance. The study also

reveals that with the growing online advertising possibilities, the use of some measuring methods is still developing.

Source : From Measuring the effectiveness of online advertising: Study conducted by PwC for IAB France and the SRI (2010).

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