A Cold Slap of Hard Facts


As Big Brands Embrace Digital, Digital's Branding Power Wanes - ClickZ
Much has been written about the eagerness of large brands to advertise online. Yet even as they increase their digital budgets, the Unilevers and Fords of the world are struggling to get their messages across.

That's because the branding effectiveness of online advertising has declined over the past two years by nearly every measure, according to data provided to ClickZ by Dynamic Logic. Explanations for the decline include the rise of ad clutter, the desensitization of Internet users to display ads and other causes.

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