Display Advertising is having a hard time these days with raise of text related advertising and search advertising, and I have jump in that bandwagon too. So this post about display advertising by Fred Wilson really make me see things more globally.
More importantly, it open the discussion about how we price banner/display advertising and how the current model could be broken.
I will definitely see a strategy like going for banner advertising in your niche starting with a big chunk of budget and going toward a more SEO-PPC tactics over the months expecting a 80-20 shift over a 6 month period.
Great post as a reminder that display advertising is still and need to be an important part of the total eMarketing package.
Coca Cola became big by putting their logo in every single country in the world. If people constantly see your brand in banners all over the place like: Snorgtees, people trust the brand more and will remember it after.
It makes sense; the ROI is not directly attributed to the banner campaign, as once the consumer is aware of your brand, they will simply direct type or search your brand on Google. That is why everyone thinks CPM banners are not of any value, when in fact I think they are. But they are expensive and only effective in the long term.