I just came back from the IAB ecosystem 2.0 conference in Orlando. The title of the conference was "Brands battle back" - based on the premise that the internet has proven its success as a direct response medium but has yet to prove its value as a branding medium. A thought that crossed my mind listening to the keynote presentations and conversations was the so-called "measurability" of the internet adopted a darwinian behavior... and led naturally to the direct response world. When you consider the amount of $$ invested in internet technologies, platforms and exchanges related companies that are mostly - if not all - focused on optimizing and creating value for the direct response world, you understand why we are where we are... imagine if the same amount of $$ and entrepreneurial creativity were invested in launching companies focused on making internet brand advertising great, measurable and ultimately more valuable than the alternative media... i believe that is where the next wave of innovations is going to focus on for the next few years... (which by the way may not lead to higher CPMs across the board)
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