• WebProNews, Monday, March 10, 2008 11:31 AM

Jason Lee Miller is a bit skeptical about the value proposition of video ads showing up as search results. "At the heart of my reluctance is the thought that maybe the online audience does not behave quite like the offline audience," Miller says--and he's talking about how they respond to branding efforts.

"Despite that inherent trust that branding builds, many WebProNews small business-owning readers have reported that content (branding) ads do nothing for them, that they end up spending too much money for not enough directly measurable results," Miller says. "So that makes me wonder if branding efforts online, though they should work in theory, are not working in practice the way they do offline."

And if online branding ads (be they banners, rich media or video) aren't helping to induce conversions on their own merit, how will they fare in the paid search arena--where click-throughs are good, but conversions are even better?

Read the whole story at WebProNews »