And not just for click-through either. And formats like streaming media, rich media, and Superstitials are even more dramatically effective. Well, yes, but the data that point to a branding effect are extremely limited. That's why industry leadership must undertake studies to prove the effectiveness of online advertising, and it must trumpet the results loudly. There's nothing we can do about having depended on dot-com dollars.
Goodness knows online advertising companies have already been forced to go cold turkey.
But we can certainly address the more pressing and more soluble issues of effectiveness, branding, and evangelism. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.