Changing Media Eco-System Finally Paying Off For Brand Advertisers

Digital advertising; it's blessing are also it's curses. Data, reporting, accountability, these are the reasons people advertise online. ROI, CTR, Conversions. These are the performance metrics that drove brands online in the first place, yet its always hampered brand advertisers because sometimes, there is no ROI. I can't always tell you how many people saw your ad or what they did after it (yes this sounds a lot like the TV ad experience). But with the advent of in banner video, brand studies, interactive rich media units, we are getting there. Bring content to your audiences. Bring them an ad experience where they can enjoy themselves and engage with information they care about. This is happening all over the place, and brands are doing it. But more importantly, the publishing side is providing the services to do so.

What is the easiest question for a media planner to answer? "Do you want me to put your brand in a beautiful creative unit that compliments the brand image and is chalk full of cool content?" Yes, of course.

I'm thinking about this today because I was working on putting an extremely dull brand into a branded entertainment package where 5 years ago it would have no place.

Great article in AdAge on a similar topic:
http://adage.com/digitalnext/post?article_id=141569