Thursday, November 9, 2006

Brand advertising on the web, or just direct response?

First published in Marketing in 2006, this piece argued for a planning currency - in later articles I pooh-poohed the idea.  Contradiction?  Not really.  The web needed a planning currency to remove any lingering doubts amongst the laggards, giving them familiar tools.  The danger is in the bar being lowered, with poor, old media metrics being seen as the governor for the new.  We weren't happy with TV's currency, so why are we so enthusiatically applying it to the web?