Jupiter Media Metrix’s Rudy Grahn on Direct Response Versus Branding

Is the Internet a direct response medium or a branding/awareness medium?
This question, which not too far back into the past was used as a means of somewhat eruditely suggesting that, perhaps, there is more to Internet Advertising than clicks and immediate conversions, has now become part of a wider phenomenon of over-generalizing that has hindered progress in the Internet Advertising space over the last two to three years.

Few are quicker to point out this fact than Rudy Grahn, a key Analyst covering Internet Advertising, and specifically, online branding at Jupiter Media Metrix – one of the world’s foremost independent Internet Research and Audience Measurement firms.

Over the last months, Jupiter Media Metrix has released important research findings authored by Grahn, concluding that Internet Advertising has significant branding effects, the majority of which go unmeasured by Internet advertisers.

In what follows, avant|marketer speaks to Rudy Grahn to get his thoughts on the direct response versus branding debate, the future of brand/awareness advertising in the online medium, whether this form of Internet Advertising will soon overtake the various forms of direct response marketing that have come to define Internet Advertising since its inception, and what advertisers need to do to better harness and understand the branding capabilities that the online medium offers.

Editor’s Note: You can also download a complimentary report entitled “What Works In Internet Advertising” (I didn’t so I don’t know how good it is).

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