Web Advertising Needs New Thinking for Brands



Online advertising has been incredibly successful, but its success has mostly come from direct-response advertising. This legacy has been the online advertising industry’s greatest virtue and its Achilles heel.

Despite the robust rate of growth enjoyed by online advertisers, the industry still pines for the mega-sized branding budgets tagged for TV and print advertising. The only way that’s going to happen is if the industry owns up to its shortcomings and starts finding new ways to implement successful direct-response advertising that go beyond video and search, like the new “type-in” advertising.

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