07 Jul '11, 9am

Brand advertisers beware: content sites are not always king

Posted 07 July 2011 10:11am by Jake Bailey with 1 comment Tweet For most brands that buy media across the web, it’s clear that display advertising is one of the fastest-growing areas of the online ad ecosystem. But what matters most to advertisers when choosing which websites for their ad campaigns? Most media or brand managers will say that the bottom line is whether or not a website helps sell more product. The end goal is to move product. Period. But the business of buying media is tricky. How do media or brand managers cut through the clutter to find those lucrative “product- moving” sites when they are bobarded by pitches from every publisher imaginable and have limited resources for testing? To cut through the clutter, I’m proposing eight criteria by which websites can be evaluated for your brand. The goal is not to pit one type of site against another but rather to ...

Full article: http://econsultancy.com/uk/blog/7744-brand-advertisers-be...

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