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Online marketing campaigns are the big trend in today's 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 or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.