Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/123456789/11120
DC FieldValueLanguage
dc.contributor.advisorRaghunath, S
dc.contributor.authorKalady, Pramod
dc.contributor.authorVallanur, Pramodh
dc.date.accessioned2017-10-11T15:17:23Z
dc.date.accessioned2019-03-18T08:35:34Z-
dc.date.available2017-10-11T15:17:23Z
dc.date.available2019-03-18T08:35:34Z-
dc.date.issued2012
dc.identifier.urihttp://repository.iimb.ac.in/handle/123456789/11120
dc.description.abstractOver the years Online Advertising has been a thriving business. According to a recent market report, businesses and individuals had spent approximately $40 billion on online advertising in just the last year. Online advertising has evolved over the years from initial simple horizontal banner and pop-up ads to non-intrusive text based ads to highly interactive creative rich media ads. Display advertising in particular has seen tremendous growth in terms of formats and contents and is set to overtake other forms of internet advertising. IAB report quotes that $4.4 billion was spent by advertisers on display adverting just in first half of 2010.The latest buzz is though on developing creative rich media adverts which efficiently engages customer and delivers better user experience resulting in a greater awareness for a brand building exercise or successful sale for a direct response marketing. As more and more advertisers are looking for increasing the Return on Investment on their advertising budget, targeted advertising has gained huge momentum. Optimization of ads plays a key role in delivering the relevant ad in the right format to the right user. Yahoo! is a leading online consumer media destination, attracting more than 184 million U.S. unique visitors on a monthly basis. The company s owned-and-operated monetization includes display and rich media advertising across its portfolio of properties as well as paid search advertising on Yahoo! Search results pages. In this paper we have presented our observation about the online display advertising market and on how could Yahoo sustain its leadership in this space.
dc.language.isoen_US
dc.publisherIndian Institute of Management Bangalore
dc.relation.ispartofseriesPGSEM-PR-P12-53_54-
dc.subjectMarketing management
dc.subjectAdvertising
dc.titleCreative ad landscape and strategy in online advertising
dc.typeProject Report-PGSEM
dc.pages41p.
Appears in Collections:2012
Files in This Item:
File SizeFormat 
PGSEM_12_53_54_2009041_042.pdf929.12 kBAdobe PDFView/Open    Request a copy
Show simple item record

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.