The New Persuaders: Brand Advertising Is the Next Big Online Thing

Published by: Yankee Group

Published: Jul. 12, 2007 - 12 Pages

Table of Contents

How Are Advertisers Spending Their Money?

Advertising Drives the Economics of Online Media

The New Online—Now Better For Branding!

Ascendant Applications of Relevance to Brand Advertisers

Do the Right Thing—Follow the Anywhere Consumer and

Communities Online and Offline

Brands Pay the Bills, Brands Call the Shots

Cross-Platform Content Creation: How the World of Media

Buying Is Transforming

Just Do It (Like Nike): Migrate from One Platform to Many

Conclusions and Recommendations

Recommendations for Brand Advertisers

Recommendations for Advertising Agencies

Recommendations for Publishers

Methodology

Further Reading

Abstract

The internet has emerged as a viable advertising platform, but until recently it has been used primarily as a response advertising platform. Now, brands have started shifting their budgets from old media to the online world. As media channels continue to fragment and emerging content platforms mature, marketers need to understand the implications of consumer video behavior. For example, when younger audiences reject traditional media, that niche audience usually finds its entertainment online; the consequence is that mass media as we know it doesn’t exist anymore.

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