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.
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