knoledgeable1

The End of Brand Advertising

The sine quo non of 'Brand' advertising is that it creates a distinct stand-alone impression. That can be done on a billboard, carved into someone's hairdo, or by a flyer dragged by a plane at the beach. And in each case, the target audience can be reached even if they are holding a fully integrated mobile device.

The effectiveness of most successful 'old' media -- which by the logice employed on this site includes everything but web -- is that it can convey an advertiser's message through focused delivery. It is a simple point that most 'online onlys' dont get about their rapidly fragmenting hand-held universe (because if the web focuses and consolidates -- and thus commands CPM -- then it ceases to be the internet.) I hope I am alive when all message delivery goes online, because I will be investing in ANY other medium.