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The Online Advertising Playbook: Proven Strategies and Tested Tactics from the Advertising Research Foundation 1st Edition
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Top Customer Reviews
Business books, especially those concerning advertising, tend to be overviews of the industry. While they provide insight into the market they leave the reader confused about how to actually create successful campaigns. The Playbook in contrast is a guide. Showing how to get started with a new property or improving campaigns which already use them.
Since the Playbook is academic in nature it is not easily accessible. The writing style is similar to college textbooks. Most of the examples require an existing knowledge of the industry. Readers who are already working in advertising (both traditional and online) should be able to pick the book up without trouble. It could be a hard read for those who are just starting or looking to join the industry, though I would not discourage them from trying.
About the reviewer: Four years in the industry with a focus in search marketing. Currently employed by a top five global advertising agency that works in both the online and offline space.
After reading the book carefully, though, I was impressed. Very detailed coverage of many topics, excellent citations and references to actual studies, and many cases that are discussed in detail.
The book would be an excellent textbook for a course on online advertising. It is not a "how-to" book, with lists of to-do items. Everything is substantiated by pointing to a related (academic or professional) research study. Many discussions reveal things that are not obvious even to seasoned professionals.
In short: Buy the book if you plan to invest the time to actually read the book, and you are interested in understanding in-depth many aspects of online advertising. If you just need a book that can be read quickly and you simply want to follow blindly its instructions, search for something else.
The book is highly credible, even though I wouldn't take the time to look up any of the referenced information myself. The information looks to validate assumptions with objective information, not just "this is cool, you should try it." It's not going to necessarily change anything about my online initiatives except the way I justify certain kinds of spending. It's also nice to know I'm not far from the mark where I have drawn my own previous conclusions about the online media.
Obviously, the best way to improve your online advertising results is to learn from others who have had success while avoiding what has proven unsuccessful ... that's precisely what this book delivers. Chances are you'll uncover information that you hadn't counted on which may help you with your own campaign(s).
The Bottom Line: The "Online Advertising Playbook" provides a harmonious mixture of facts and how-to information. It's not exactly the type of book to read from cover to cover in a day because you'll want to take notes and map out to-do lists along the way.
Most Recent Customer Reviews
It is an old book that has many focuses for many older internet applications. It has some practical uses and great information very simple to read.Published on January 21, 2014 by Scott
I was hoping to get some good insight into the online environment. It had some good info but the technology moves so fast that it's better to keep up with industry news, IMO.Published on November 1, 2013 by Charles P.
This is dated. I'd recommend reading some articles on adage.com to learn more about what's currently happening in marketing and the social space.Published on May 28, 2013 by Carie Gilles
I purchased this book when it was hot off the presses! Some of the theory is still relevant, but technology changes so quickly that books of this nature are quickly going out of... Read morePublished on December 13, 2010 by Erin Haskell
I read this book to polish my own knowledge of different internet marketing tactics and strategies. I own my own business, Brew City Marketing, [... Read morePublished on December 22, 2009 by Mark A. Dalnodar
While working in behavioral targeting (BT), I decided to learn a bit more about online advertising (OA). Read morePublished on October 11, 2009 by Sandro Saitta