RT Journal Article
SR Electronic
T1 “Does Anyone Really Know If Online Ad Campaigns Are Working?”
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 354
OP 373
DO 10.2501/S002184991009152X
VO 50
IS 4
A1 Paul J. Lavrakas
A1 Sherrill Mane
A1 Joe Laszlo
YR 2010
UL http://www.journalofadvertisingresearch.com/content/50/4/354.abstract
AB In 2008, the Interactive Advertising Bureau (IAB) commissioned a study of the reliability and validity of the predominant methods used to assess Internet advertising effectiveness (IAE). The evaluation was conducted by an expert research methodologist who had no prior association with the IAB or any of the IAE measurement companies (IAB 2010). The study concluded that the methods that were evaluated have uncertain reliability and validity due to (1) an almost exclusive use of quasi-experimental designs with non-equivalent comparison groups, (2) extremely low response rates that likely lead to non-ignorable nonresponse bias, and (3) weighting methods that have not been shown to actually “fix” the problems they strive to address.