In recent years, online publishers have transformed the Internet into a richer, more diversified platform offering entertainment, information, communication and other remarkable content that would have been unimaginable only two decades ago. Yet, as rapidly as the Internet has grown as a consumer medium, it has not kept pace as an advertising platform. Considering the number of hours that consumers spend engaged with high-quality online content, the Internet‘s share of advertiser dollars is far lower than it should be.
One of the obstacles we face in attracting additional brand advertising is the Internet’s legacy as a direct response, transactional medium. As a fledgling industry, we convinced advertisers that the Interne More...
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Greg Rogers emedia and Technology - 07/12/2011-10:44 AMIn recent years, online publishers have transformed the Internet into a richer, more diversified platform offering entertainment, information, communication and other remarkable content that would have been unimaginable only two decades ago. Yet, as rapidly as the Internet has grown as a consumer medium, it has not kept pace as an advertising platform. Considering the number of hours that consumers spend engaged with high-quality online content, the Internet‘s share of advertiser dollars is far lower than it should be.
One of the obstacles we face in attracting additional brand advertising is the Internet’s legacy as a direct response, transactional medium. As a fledgling industry, we convinced advertisers that the Interne More...