There’s a theory that good advertising doesn’t make you buy something, it makes you buy something sooner.
If that’s the case, then most online advertising isn’t good advertising.
But we knew that already.
The inability for the online advertising market to develop standardized metrics that prove real ROI to brands has been a major hurdle in the evolution of a sustainable digital content economy.
But the financial crisis that has so many companies pulling back on spending and laying off warm bodies has a silver lining - it has set the stage for brands to help define the future of online advertising products that most effectively transmit their message. (more…)