Media planning involves selecting advertising media. Potential advertising media are categorized as Web 1.0 and Web 2.0 offerings 1 Vossen, Gottfried; Hagemann, Stephan (2007): From Version 1.0 to Version 2.0: Abrief history of the web. Münster 2007. . The latter consist primarily of dynamic content created by non-editorial Internet users 2 Beer, Stefan; Hess, Thomas (2012): Geschäftsmodelle im Web der zweiten Generation.München 2012. . This includes social networks (e.g., Facebook), rating, entertainment and knowledge platforms (e.g., billiger.de, Wikipedia, Flickr) and marketplaces (e.g., autoscout24.de). The main determinants of effectiveness are the affinity for the environment and the advantageous position within the advertising medium3 Fritz, Wolfgang; Kempe, Michael; Hauser, André (2006): Werbewirkung von LayerAds: Ergebnisse eines Online-Experiments. Braunschweig 2006. .

Advertising timing determines the temporal distribution of advertising activity4 Theis, Hans-Joachim (2007): Erfolgreiche Strategien und Instrumente inHandelsmarketing // Erfolgreiche Strategien und Instrumente im Handelsmarketing. 2.Aufl. Frankfurt am Main 2007. . It should be noted that, unlike in brick-and-mortar retail, sales contacts in e-commerce are not bound by legal regulations regarding store closing times 5 Barth, Klaus; Hartmann, Michaela; Schröder, Hendrik (2007):Betriebswirtschaftslehre des Handels. 6. Aufl. Wiesbaden 2007 . Thus, automated advertising and sales in the virtual marketplace can take place around the clock.

Advertising budgeting involves setting the budget for each advertising activity. Online advertising is usually billed based on clicks 6 Jeffery, Mark (2010): Data-driven marketing. The 15 metrics everyone in marketingshould know. Hoboken, N.J: John Wiley. o.O. 2010..