What Makes People Click: Advertising on the Web
Advertising is an attempt to get the right message to the right people at the right time. Television, radio and print have all found ways to be successful places for certain types and certain styles of commercials.

Now the Web reveals its secrets of how banner ads, sponsorships, ads in discussion groups and interstitial ads can be used for direct response, driving Web traffic and brand building.

What Makes People Click is the advertiser’s guide to what is possible, what is practical and what it successful. Millions of dollars are now trading hands in Web media buying. Billions of impressions are being served. Some with great impact, most without. The differences between the two are subtle and significant.

This book is not about technology, but how that technology is being used to advantage.