Online marketing campaigns are the big trend in todays advertising world. The obvious advantages of online ad media - low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion - according to the overall brand strategy. Yet, which channel...