eInformation & Management 40 (2003) 233±242
Selection of web sites for online advertising using the AHP
E.W.T. Ngai*
Department of Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, PR China Received 22 June 2001; received in revised form 29 June 2001; accepted 31 December 2001
Abstract This paper presents an application of the analytic hierarchy process (AHP) used to select the best web site for online advertising. This method adopts a multi-criteria approach that can be used for analysis and comparison of web sites for online advertising. The method is based on pairwise comparison between several factors that affect the selection of the best web site. Five criteria were used for evaluating sites: impression rate, monthly cost, audience ®t, content quality, and ``look and feel.'' For each, a matrix of pairwise comparisons between web sites was evaluated. Although our application was for only one speci®c company, there is nothing unique about the environment of the case study, and thus this approach could be generalised to any company. We believe the application shown could be of use to managers and, because of its ease of implementation, others could bene®t from this approach. # 2002 Elsevier Science B.V. All rights reserved.
Keywords: Selection of web sites; Analytic hierarchy process; Online advertising
1. Introduction The Internet (Net) industry is experiencing extraordinary growth. It, and more particularly the World Wide Web (Web), appears to be an ideal medium for businesses attempting to promote themselves and their wares [5]. Local businessmen and managers are beginning to recognise the value of the web for both local and global communications and marketing tools [11]. Meeker's ``the Internet advertising report'' [21] states that his study shows that the Net is the fastest growing medium in history. A report entitled ``the local commerce monitor'' by the Kelsey Group and ConStat Inc., shows that the web has passed...