Post by cena2020 on Jun 28, 2010 5:11:45 GMT -5
Is the Internet an effective branding medium is a great question and if so, to what degree and how?
To put the experience and bias out there - My background is search & a little online display media. I have no traditional experience.
Traditional brand advertising works and is necessary despite all the hype about the Internet. The question is why does it work and does online advertising work the same way? If it does, then traditional metrics may make sense to apply on the web. If it doesn't (and I don't think it does) then it does not make sense to apply traditional metrics on the web (unless you are a media property, network or an agency looking to develop a metric that will help you sell more media).
In the traditional media world, people are relaxed. They are enjoying a TV show, a movie, leisurely reading a magazine article, driving down the highway glancing at a billboard, enjoying a sporting event and looking up at the big screen showing all the action. Fundamentally, they are in a more relaxed state of mind and not usually trying to accomplish a specific task. I'd venture to say when people are online, they are ALWAYS more or less in search mode when they are surfing the web unless they are playing a game. When a person is in an environment to be exposed to offline media, they are more relaxed and more likely to be receptive to or at least not be trying to block out advertising messages so merely exposing them to adverts can have a substantial effect on the consumer and influence their decision making when they buy products.
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Business Software | Online Business
To put the experience and bias out there - My background is search & a little online display media. I have no traditional experience.
Traditional brand advertising works and is necessary despite all the hype about the Internet. The question is why does it work and does online advertising work the same way? If it does, then traditional metrics may make sense to apply on the web. If it doesn't (and I don't think it does) then it does not make sense to apply traditional metrics on the web (unless you are a media property, network or an agency looking to develop a metric that will help you sell more media).
In the traditional media world, people are relaxed. They are enjoying a TV show, a movie, leisurely reading a magazine article, driving down the highway glancing at a billboard, enjoying a sporting event and looking up at the big screen showing all the action. Fundamentally, they are in a more relaxed state of mind and not usually trying to accomplish a specific task. I'd venture to say when people are online, they are ALWAYS more or less in search mode when they are surfing the web unless they are playing a game. When a person is in an environment to be exposed to offline media, they are more relaxed and more likely to be receptive to or at least not be trying to block out advertising messages so merely exposing them to adverts can have a substantial effect on the consumer and influence their decision making when they buy products.
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Business Software | Online Business