21 May '13, 9am

As Digital Ad Effectiveness Measurement Improves, Are Branding Ad Dollars Ready to Follow?

When it comes to digital advertising, we often spend our time pouring over data in order to create planning, modeling, targeting and buying efficiencies. It’s very easy to get caught up in the process when, in the end, all anyone wants to know is “did it actually work?” TV has historically controlled the lion’s share of ad budgets, primarily because we have several decades of effectiveness research proving that the medium is very good at driving brand equity and in-market sales lift. Digital media continues to scrap and claw for those TV dollars, in large part, because we’re still in the early phases of proving out the value of the channel. That said, as digital becomes increasingly effective at demonstrating quantifiable results and as video ad inventory grows, we're witnessing a clear paradigm shift that is putting it in the same conversation as TV. Digital ad campaigns ...

Full article: http://searchenginewatch.com/article/2269351/As-Digital-A...

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