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 .
