10-3-11: Brand marketers looking for alternative strategies to connect with consumers have begun to focus attention on display advertising, a medium historically known to elicit a direct response.
Most planning to buy media in display look toward clicks, impressions and conversions to measure performance. But the more important metrics often point to return on ad spend, online searches for brand names, product recall, and sales.
There is evidence through recent campaigns from brands like Sealy and Animal Planet, along with research from Collective, that online display advertising continues to shift from a direct-response form of advertising to branding media.
