In twelve short years, Internet advertising has evolved from banners to experiential promotions. In the beginning advertisers viewed the Internet in similar ways as they considered traditional media (television, newspaper, magazines). The idea of using a new medium like an older one, was described by McLuhan's concept of the rear view mirror. This article describes the history of Internet advertising from 1994 to 2006 by looking back to understand the future direction of Internet advertising.
Department, Program, or Center
Barnes, S., & Hair, N. (2009). From banners to YouTube: Using the rear-view mirror to look at the future of internet advertising. International Journal of Internet Marketing and Advertising, 5(3), 223 - 239. DOI: 10.1504/IJIMA.2009.026371
RIT – Main Campus