As little as two years ago, many advertising pundits were bemoaning the inevitable demise of the banner ad on the Internet.
But maybe they were too quick to judge.
This case reveals how Yahoo!, in combination with ACNielsen’s Homescan®, has developed a methodology (Consumer Direct) to evaluate the true effectiveness of banner ads, from ad exposure to shopping cart.
It also reveals the role Dynamic Logic played in conducting postexposure ad evaluation.
www.yahoo.com; www.acnielsen.com; www.dynamiclogic.com