Online's Ad Challenge How to make the Web safe for branding

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adweek, 9/26/10

As the advertising world descends on Manhattan this week for Advertising Week, the watchword for most is digital. Yet despite the lip service paid that the future of the industry is written in bits and bytes, the Internet after 15-plus years has still not proven itself as a branding medium.

“We need to concede that going back 15 years, without meaning to or thinking about it, we fundamentally created the medium to be a direct-response medium,” said Randall Rothenberg, CEO of the Interactive Advertising Bureau.

The Web wasn’t built by designers but by technologists. That’s led to a layout that, for the most part, is an eyesore—and creates an inhospitable canvas for great creative advertising. AOL, for one, thinks that needs to change.

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