search query: @indexterm Advertising / total: 1883
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| Author: | Truong, Y. McColl, R. Kitchen, P. |
| Title: | Practitioners' perceptions of advertising strategies for digital media |
| Journal: | International Journal of Advertising
2010 : VOL. 29:5, p. 709-725 |
| Index terms: | advertising strategy |
| Freeterms: | digital media |
| Language: | eng |
| Abstract: | This paper provides insights into how online advertising strategies might need alteration. The study is based on in depth interviews of organizations representing key stakeholders in the digital advertising market. The results show that there are five key trends relevant to advertisers: a move towards permission-based advertising, higher levels of personalized advertisements, more three screen advertising campaigns, increased levels of interactivity and the development of performance-based metrics. |
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