15 Questions About Online Advertising

15 Questions About Online Advertising
By Massimo Moruzzi

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Average customer review:
(8 customer reviews)

Product Description

#NOT a real book (Just a screed)

The real question of course is: Does online advertising work?

Unfortunately, it's impossible to give a simple answer to this apparently straightforward question.

For starters, this is not a single question, but at least three different ones.
The right question to ask would be: for whom does online advertising work?

Do banner ads, what we once called interactive advertising and now call display ads because nobody clicks on them, and much less "interacts" with them, work for publishers? Do they work for advertisers? Or do they just work for the middlemen based in Silicon Valley?

The 15 Questions:

1. Why Banner Ads?
2. What Was Online Advertising Supposed to Be Like?
3. Did It Work Out as Advertised?
4. Why Not?
5. Why Are Banner Ads Still Around?
6. Is All This Targeting Good?
7. Is This Advertising at All?
8. How Big Is This Thing?
9. What Is Programmatic?
10. Does Online Advertising Work for Publishers?
11. Does It Work for Advertisers?
12. Does It Work for the Middlemen?
13. Is It a Gigantic Scam?
14. Should My Company Stay Away From Banner Ads?
15. Is There Any Hope for Online Advertising?

Download it now: it's a smart 15 minutes' read.


Product Details

  • Published on: 2016-03-14
  • Released on: 2016-03-14
  • Format: Kindle eBook

Customer Reviews

Most helpful customer reviews

1 of 1 people found the following review helpful.
2Old Info
By Amazon Customer
Here's the short version: no one pays attention to banner ads so don't waste your money if you want to advertise.

2 of 2 people found the following review helpful.
5HYPE FREE REALITY CHECK
By STEFANO BOSCUTTI
This isn’t meant to be one of those business books that reinforce ideas you already have and makes you feel good about yourself.

It’s a book that questions the status quo and many supposed truths about online advertising you take for granted. If you’re blindly buying into online advertising, you needs to read this and ask yourself these simple yet profound questions.

Massimo Moruzzi does a splendid job of quickly getting to the heart of the matter.

You'll never look at online advertising the same way again.

0 of 0 people found the following review helpful.
415 Questions about Online Advertising Review
By jodie cook
Book Review
Title: 15 Questions About Online Advertising
Author: Massimo Moruzzi
Genre: Non-Fiction
Rating: ****
Review: The introduction to 15 questions to Online Advertising was informative, Moruzzi lets us know that when questions this topic you can ask a straightforward question because the topic itself isn't straightforward. After reading what happened to advertising by Moruzzi this book was almost a filler as it fills in the gaps and answers some of the questions I had from the previous book.
One thing I noticed in the first couple of chapters is that Moruzzi touches on a few of the same topics in the previous book I read including interactive advertising and banner ads. I was surprised to learn you are much more likely to survive a plane crash than to click on a banner ad which is true as I personally never click on them and actively avoid websites that have lots of ads. As we approach the half way mark I was surprised to find Moruzzi spoke in depth about banner ads and why they are still around if they don't work in getting more click-throughs to a company or individuals website. We also learn that currently over 40% of people use an AdBlocker - I am one of them which is quite a high number which only provides prove that ads don't work in drumming up more business or views for companies.
Moruzzi also talks about programmatic advertising which is technology that promises to make the ad buying system quicker and more efficient, although history has proven that in order to make a big impression and draw interest to is better to create unique ads targeted to your specific audience than universal ads that just say "come buy this". As we enter the final section of this short book Moruzzi talks about the people online advertising does and doesn't work for and why and it is surprising to see how little people actually benefit from online advertising and many large companies still rely on TV, radio and newspaper ads alongside the online presence. Overall this book provides some astounding figures and ideas about online advertising and its future and I recommend this book to people who are interested in this topic.

See all 8 customer reviews...

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