They're still waiting. Some analysts say that branding should not be the objective online. They suggest businesses need to concentrate on direct sales. If you have banners ads all over the Internet, it's only worth your investment if you get a sale out of the click-through. This argument has been a regular source of debate and friction in the online advertising community.
Advertisers balk at the branding value of today's Internet ad banners.
Publishers lament bearing the inventory risk when returns would be heavily dependent upon the quality of the advertisers' banners and Web sites. Not the Ad Regardless of where you side on this argument, branding is successful when a person has an emotional attachment to a certain brand name. Often this emotional reaction to a brand comes from the person's actual direct experience with the company. For an e-commerce site, a large part of branding is a site that is fast, secure, easy and backed with good customer experiences in mind. All the banner ads, click-throughs and personalization mean nothing of your user gets frustrated with your site, doesn't trust it enough to give you a credit card number, or has a difficult or regrettable experience.