A Decade of Online Advertising Research: What We Learned and What We Need to Know. Issue 1 (1st January 2019)

• Record Type: Journal Article
• Authors: Liu-Thompkins, Yuping
• Is Part Of: Journal of advertising. Volume 48:Issue 1(2019)
• Page Start: 1
• Page End: 13
• Publication Date: 2019-01-01
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2018.1556138
• Languages: English
• ISSNs: 0091-3367

Abstract

Abstract : Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools proliferate, academic research in this area has also matured over time. To capture these developments, this article offers a synthesis of more than 300 articles on online advertising published in major advertising and marketing journals over the past 10 years. The key literature is summarized around six themes: (1) online advertising effectiveness; (2) online advertising mechanisms; (3) creative elements in online advertising; (4) the role of context in online advertising; (5) online personalization; and (6) search advertising. Knowledge gaps in existing research are identified, and important future research questions are suggested.