Many interesting points raised in this recent MediaPost Blog. Certainly an interesting take on one of the reasons for the current predominance of DR over Branding in online advertising and I agree wholeheartedly that online display ads are a far better branding medium than it’s currently fashionable to believe. (I found myself thinking, “AMEN!” as I read that paragraph. Well put.)
I also agree that the more compelling the creative opportunities for brand marketers the better, as long as a standard approach can be developed. I’m not sure that the tethered ad approach that’s recommended is the right solution, but that doesn’t detract from the argument against clutter. A publisher choosing to go to with 100% tethered ads would likely execute that choice operationally the same way they would execute any other new ad unit, so the real question is, “What’s the most effective ad unit for brand marketers?”. Certainly a worthwhile question. Would also point out that networks as whole wouldn’t necessarily lose in the scenario outlined. Many certainly would if the new unit was less effective (lower ROI) for DR campaigns, but Brand marketers and Branding-focused ad networks would welcome any new standard unit that improved results for online branding.