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Marketing

DIGITAL ADVERTISING’S WILD WEST:

Deciding Which Media Channel is

More Effective is the Key

BY TAHIR NISAR

YOUTUBE A LE AD

FACEBOOK AD

A digital advertising campaign may be reasons. The sheer number of adverts has led
VW\PLHG E\ WKH GLIÀFXOW\ LQ DWWULEXWLQJ WKH to consumers simply ignoring many, leaving
value of online investment to various online advertisers and marketers with little to show for
channels such as display ads, paid search their efforts. There are a number of differences
to social media and email. The article between Internet advert avoidance and traditional
considers attribution models that can be advertising; the Internet can often be used more
applied to assign sales credit to these and as a tool than an entertainment device, unlike a The sheer number
other online channels. television, and, therefore, users avoid adverts as of adverts on the
they may have a limited time to carry out the Internet has led to
I n a recent speech to the US Internet task at hand. Furthermore, there are ill-effects on consumers simply
Advertising Bureau, Marc Pritchard of
the reputation of Internet adverts in the context
ignoring many,
of web page loading times, users want to access
Procter & Gamble, who controls an annual ad
budget of $7.2 billion as its Marketing Director, the data they are looking for quickly and do not leaving advertisers
suggested that there is a crisis of trust facing the want to be hindered by adverts taking time to and marketers with
digital advertising industry. He contended that load. Manchanda et al (2006) examine the effect little to show for
the industry still does not have common stan- of banner ads on Internet purchasing in their their efforts.
1
dards to measure online audiences and viewing research article. 2QH RI WKH ÀUVW PDMRU ÀQG-
times. In contrast, traditional media such as TV ings that they make is that all other things being
and newspapers can be trusted more on these equal exposure to banner advertising does have a
counts (e.g. viewing times and readership). VLJQLÀFDQW SRVLWLYH HIIHFW RQ FXUUHQW FRQVXPHUV·
Advertisers and marketers have become dissat- propensity to purchase a product. That is to say,
LVÀHG ZLWK DGYHUWLVLQJ RQ WKH ,QWHUQHW IRU PDQ\ consumers’ that are currently using a company or

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