Online Brand Measurement: Connecting the Dots

In 2009, US advertisers will spend $4.7 billion on display ads, and another $3.1 billion on other branding-oriented ads, including rich media and video. But are they getting their money’s worth? Does online brand measurement even work? Do marketers have the metrics they need to connect the dots—both within online platforms and between online and offline media?

Authored by eMarketer CEO and co-founder Geoff Ramsey, this special report addresses these questions and many more.

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TABLE OF CONTENTS
  • Geoff Ramsey: Why This Report?
  • Letter from Our Sponsor, Datran Media
  • Background: Factors that Contribute to the Measurement Issue
  • What Spending Trends Say About Online Brand Measurement
  • Drill Down: What Are the Problems?
  • Data Spotlight: How Online Brand Advertising Can Influence Every Step Along the Consumer Purchase Funnel
  • Working Toward the Solutions for Online Brand Measurement
  • Next Steps: A Seven-Point Plan
  • eMarketer Total Access: How to Make Better Digital Business Decisions
  • Related Information and Links
  • Endnotes
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