Beyond direct response ads: Three trends in the future of online advertising
Posted by iTVX Staff on June 3rd, 2008
With 88 M&A transactions in the advertising infrastructure market last year, totalling over $12 billion, online advertising has clearly created a lot of value over the past decade. So much value in fact that market leader Google is now the most valuable brand in the world, and was at one point the fifth most valuable company in the United States.
But so far much of the focus has been on direct response advertising, where direct marketers have leveraged the internet’s ability to track consumer behavior and infer purchase intent to deliver relevant one-to-one marketing — through paid ads next to search results, for example. But what about brand advertising? Social networks and blogs have begun unlocking the interactive potential of the Internet, but taking full advantage of this interactivity and online communication remains a huge untapped opportunity for advertisers.
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