John Hayes posted on February 25, 2011 |
The Internet Advertising Bureau recently released a study by Bain & Company about building brands online. The study highlighted 5 reasons why brand marketers still prefer TV over online campaigns to build their brands. My responses in italics:
- Ad formats online are not evolving. Too many banners and emails. Not enough engaging tools. (Try online video. It’s new, inexpensive and effective)
- Banners are everywhere, with few networks offering any targeting. (True – not all networks offer targeting, but there are a few good ones that target engineers)
- Too many metrics, but not the ones that brand marketers need. Click throughs and page views don’t measure engagement nor purchase intent. (Agreed. The medium serves response marketers well, but these engagement metrics are not standardized)
- Online targeting is unreliable when you move to a large scale. (this is a problem for big B2C companies, but engineering focused marketers should be able to find targeted inventory)
- Support from media partners is underwhelming for premium brand campaigns (True – most online publishers just give you a rate card and a deadline. Engineering publishers tend to be more supportive and knowledgeable about the industry, but more expensive)
You can see the entire study here: http://www.iab.net/media/file/BAIN_BRIEF_Digital_Advertising_4-19-10_FINAL.pdf