For Brand Advertising, Data Still Trumps Creative [Headlines]
A report from the Interactive Advertising Bureau shows that performance-based online ads do better than impression-based ads.
The latest figures for online ad spending looked pretty good for the first half of the year, but as the Interactive Advertising Bureau’s report shows, even though display is rising, the “premium” impression-based ads still have a long way to go to catch up to performance-based ads, which tend to be of the cheaper, “click here” variety. A study from ad tech firm Collective suggests that agencies and marketers are still getting used to the internet as a branding medium. Plus, even as display begins to offer more dazzling creative opportunities, it’s the data that matters more to ad buyers. PaidContent