The people on the media team at Equator tend to get very excited
when they read articles like
this. The crux of it is that Direct Response advertising
is on the decline while brand advertising will prevail this year,
committing about 60% of online budgets to it.
There does seem to still be challenges against brand
advertising, where advertisers will of course want the proof that
their campaigns hit objectives. This has traditionally been
the bane for brand advertising online, still dealing with the shift
from offline to online. In any case it looks promising and we
have Facebook, YouTube and Mobile to thank for this out looked
increase in brand advertising. Bring it on!