The global advertising expenditures surpassed the $500 billion mark for the first time in 2013, making it one of the most important industries to date. Therefore, the primary goal in designing an advertisement is to make it as effective as possible in order to achieve optimal results with the target audience. The effectiveness of advertising can be captured and measured through various metrics, such as attitudes towards the advertisement, attitudes towards the brand, ad recall, or purchase intent. As digital media has been gaining importance for years, various research topics can be explored, examining the effectiveness of different types of (personalized) online advertising. The effectiveness of online advertising can be investigated, for example, based on design features of the ad, the context (e.g., competitors, content of the medium where the ad is placed), the type of product, consumer characteristics, and other influences.
Kumar; Besharat; Lindsey; Krishnan, (2014): Contextual and Competitive Interference: Inhibition or Facilitation? In: Journal of Advertising 43 (3), S. 228–243.