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Online media is not alone, however at their inception, all forms of media have been pushed to show value. Through that pressure have come some innovative and widely accepted approaches to measure advertising effectiveness.
One simple way to measure the effectiveness of advertising, as stated by the head of online advertising at a large packaged goods company is to "stop advertising and see what happens." While that comment was made humorously, it underscores the notion that we know advertising works - it's just a challenge to know precisely how.
Since the stop-and-see-what-happens approach is not feasible, smart marketers need to devise ways to measure the value of their advertising on an ongoing basis...
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