Title: From banners to YouTube: using the rearview mirror to look at the future of internet advertising

Authors: Susan B. Barnes, Neil Frederick Hair

Addresses: Department of Communication, Rochester Institute of Technology, 92 Lomb Memorial Drive, Rochester, New York 14623-5604, USA. ' E. Phillip Saunders College of Business, Rochester Institute of Technology, 108 Lomb Memorial Drive, Rochester, New York 14623-5604, USA

Abstract: In 14 short years, internet advertising has evolved from banners to experiential promotions. In the beginning, advertisers viewed the internet in the same way they considered traditional media (television, newspapers, magazines). The idea of using a new medium like an older one was described by McLuhan|s concept of the rearview mirror. This article describes the history of internet advertising from 1994 to 2007 by looking back to understand its future direction.

Keywords: internet advertising; McLuhan; banner advertisements; user-generated content; chronology; personal branding; internet marketing; online advertising; e-advertising.

DOI: 10.1504/IJIMA.2009.026371

International Journal of Internet Marketing and Advertising, 2009 Vol.5 No.3, pp.223 - 239

Available online: 08 Jun 2009 *

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