Despite the low click-through rates on display ads (0.1%), brand advertising via display [...]]]> Fulgoni makes a convincing case here that the main culprit responsible for advertisers’ reluctance to commit dollars to branding campaigns is our over-reliance on the click: the exaggerated belief that all Internet advertising campaigns should be have a quantifiable, measurable impact.

Despite the low click-through rates on display ads (0.1%), brand advertising via display ads has repeatedly been shown to have a palpable effect on driving present and future revenues.

It’s now clear that a publisher would have to be insane to continue using click metrics to try to persuade branding advertisers to turn to the internet.

If the industry can move beyond the click, the future of online branding advertising is bright.

via How To Get Brand Advertisers To Spend More On The Web | paidContent .

That is the principle finding of a new study which measures the direct and indirect effect of display ads on user behavior:

When exposed to branded ads, the [...]]]> Banner ads. Display ads. Skyscrapers. Say what you will, they are everywhere. And even if you don’t click on them, they still influence the way you behave.

That is the principle finding of a new study which measures the direct and indirect effect of display ads on user behavior:

When exposed to branded ads, the impact may not be direct or immediate, but there appears to be strong evidence that users engage better and transact more with brands once they’ve been exposed to them.

Hey, it could be worse– it could be whack-a-mole.

via Hey, Online Display Ads Don’t Suck After All!.