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Online‐Werbung: Hintergründe, Funktionsprinzipien, Formen und Formate, Anbieterstruktur und Marktentwicklung

In: Praxiswissen Online-Marketing

Author

Listed:
  • Erwin Lammenett

Abstract

Zusammenfassung Als ich 1995 meine erste Internetagentur gründete, verstand man unter Online‐Werbungdie Verlinkung eines Werbebanners (zumeist eine GIF‐Datei) mit einer bestimmten Webseite.Meistens wurden Werbeplätze noch direkt beim Anbieter gebucht, AdServer gab esselten und Werbevermarkter noch seltener. Mehr gab es damals im Grunde nicht zu schreibenzum Thema Online‐Werbung. Heute ist Online‐Werbung ein Milliardenmarkt undman könnte ohne Probleme einen ziemlich dicken Wälzer dazu verfassen. Wer heute effizienteOnline‐Werbung betreiben möchte, hat viele Hausaufgaben zu erledigen. Und erhat die Qual der Wahl, was Anbieter, Werbemittel und Buchungsart angeht.

Suggested Citation

  • Erwin Lammenett, 2024. "Online‐Werbung: Hintergründe, Funktionsprinzipien, Formen und Formate, Anbieterstruktur und Marktentwicklung," Springer Books, in: Praxiswissen Online-Marketing, edition 9, chapter 12, pages 395-423, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-43610-0_12
    DOI: 10.1007/978-3-658-43610-0_12
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