• by November 21, 2008

There will always be a looming question mark over the effectiveness of display/banner marketing till we can figure out how to correctly attribute value.

As an online marketer for a Fortune 200 company, I am convinced that display/banner marketing works. What I don't know is how to accurately attribute value to it; direct value as in click/view or indirect value as in influencing activity in other channels aka search.

I believe in 2009, people will put in a lot of effort into answering this question (I know we are doing that in our company) and with cooperation now from the ad networks, publishers and the agencies (who are very quickly realizing that it is in their interest to aim for quality and accurate value attribution over quantity) and using third-party technology vendors who provide technology solution for better customer targeting, we will be in a much better place by end of 2009.