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Behavioural ad 

targeting

Enables an advertiser to 

target ads at a visitor as 

they move elsewhere on 

the site or return to the 

site, thus increasing the 

frequency or number of 

impressions served to 

an individual in the target 

market.

Interstitial ads

Ads that appear between 

one page and the next.

Overlay

Typically an animated 

ad that moves around 

the page and is 

superimposed on the 

website content.

 Cross‑  media 

optimisation studies 

(XMOS)

Studies to determine 

the optimum spend 

across different media to 

produce the best results.

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Chapter 9  Customer relationship management

The reasons for using and increasing the significance of online in the media mix are simi-

lar to those for using any media mix as described by Sissors and Baron (2002):

● 

Extend reach (adding prospects not exposed by a single medium or other media).

● 

Flatten frequency distribution (if audience viewing TV ads is exposed too many times, 

there is a law of diminishing returns and it may be better to reallocate that budget to other 

media).

● 

To reach different kinds of audiences.

● 

To provide unique advantages in stressing different benefits based on the different charac-

teristics of each medium.

● 

To allow different creative executions to be implemented.

● 

To add gross impressions if the other media are  cost-  efficient.

● 

Reinforce message by using different creative stimuli.

All of these factors, and the first three in particular, provide the explanation of why XMOS 

shows it is worthwhile to put  double-  digit percentages into online media.