Comments on: The Fuzzy Middle Between Branding and Direct Response http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/ The (r)Eevolution of Media Tue, 22 Jun 2010 09:23:32 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: cuene.com: The Fuzzy Middle http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-118636 cuene.com: The Fuzzy Middle Sun, 15 Apr 2007 14:59:57 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-118636 <!--%kramer-ref-pre%-->[...] with his analysis of the  changes that are happening all over the world of media. His post, The Fuzzy Middle Between Branding and Direct Response hits home. I've been "that guy" at the client, pissing and moaning about the agency who [...]<!--%kramer-ref-post%--> [...] with his analysis of the  changes that are happening all over the world of media. His post, The Fuzzy Middle Between Branding and Direct Response hits home. I’ve been "that guy" at the client, pissing and moaning about the agency who [...]

]]> By: Engagement By Engagement: Yahoo Explains What’s Wrong With The Page-View Metric http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-98284 Engagement By Engagement: Yahoo Explains What’s Wrong With The Page-View Metric Wed, 07 Mar 2007 20:43:32 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-98284 <!--%kramer-ref-pre%-->[...] hold hands, and juxtapose commercial messaging with content. Scott Karp at Publishing 2.0 points out a likely evolution of this conundrum: a fuzzy middle ground between direct response and brand [...]<!--%kramer-ref-post%--> [...] hold hands, and juxtapose commercial messaging with content. Scott Karp at Publishing 2.0 points out a likely evolution of this conundrum: a fuzzy middle ground between direct response and brand [...]

]]> By: Online Spin » Blog Archive » Page Views Weaken As Metric–But Won’t Die In 2007 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-53793 Online Spin » Blog Archive » Page Views Weaken As Metric–But Won’t Die In 2007 Fri, 05 Jan 2007 21:16:53 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-53793 <!--%kramer-ref-pre%-->[...] Ultimately, publishers–individually and collectively through industry consortiums like the Interactive Advertising Bureau and the Online Publishers Association–must invest in new ways to demonstrate advertising value. Scott Karp at Publishing 2.0 is probably right in that the future of online advertising lies in the fuzzy middle between direct response and branding, but that the page view will reign until innovation dethrones it. [...]<!--%kramer-ref-post%--> [...] Ultimately, publishers–individually and collectively through industry consortiums like the Interactive Advertising Bureau and the Online Publishers Association–must invest in new ways to demonstrate advertising value. Scott Karp at Publishing 2.0 is probably right in that the future of online advertising lies in the fuzzy middle between direct response and branding, but that the page view will reign until innovation dethrones it. [...]

]]> By: AttentionMax: January 2007 Archives http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-53776 AttentionMax: January 2007 Archives Fri, 05 Jan 2007 20:26:03 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-53776 <!--%kramer-ref-pre%-->[...] Ultimately, publishers–individually and collectively through industry consortiums like the Interactive Advertising Bureau and the Online Publishers Association–must invest in new ways to demonstrate advertising value. Scott Karp at Publishing 2.0 is probably right in that the future of online advertising lies in the fuzzy middle between direct response and branding, but that the page view will reign until innovation dethrones it. [...]<!--%kramer-ref-post%--> [...] Ultimately, publishers–individually and collectively through industry consortiums like the Interactive Advertising Bureau and the Online Publishers Association–must invest in new ways to demonstrate advertising value. Scott Karp at Publishing 2.0 is probably right in that the future of online advertising lies in the fuzzy middle between direct response and branding, but that the page view will reign until innovation dethrones it. [...]

]]> By: Stickiing around http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-53740 Stickiing around Fri, 05 Jan 2007 19:16:04 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-53740 <strong>The Fuzzy Middle Between Branding and Direct Response » Publishing 2.0...</strong> The Fuzzy Middle Between Branding and Direct Response These stats address the move in the 2007 ad spending budgets to a more integrated and balanced view of "branding" versus "search/email" based direct response.  The branding budget, wh... The Fuzzy Middle Between Branding and Direct Response » Publishing 2.0…

The Fuzzy Middle Between Branding and Direct Response These stats address the move in the 2007 ad spending budgets to a more integrated and balanced view of “branding” versus “search/email” based direct response.  The branding budget, wh…

]]> By: The Page View Can Only Be Dethroned By Innovations in Online Advertising Value » Publishing 2.0 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-44099 The Page View Can Only Be Dethroned By Innovations in Online Advertising Value » Publishing 2.0 Tue, 19 Dec 2006 23:08:40 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-44099 [...] I’ve written before that the future of online advertising lies in the fuzzy middle between direct response and branding — at the end of the day, the challenge is finding currencies for advertising that map to advertiser objectives. [...] [...] I’ve written before that the future of online advertising lies in the fuzzy middle between direct response and branding — at the end of the day, the challenge is finding currencies for advertising that map to advertiser objectives. [...]

]]> By: Tim Daloisio http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-21052 Tim Daloisio Thu, 12 Oct 2006 14:29:32 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-21052 <blockquote>Yes, brand advertising in its classic sense is an important and growing sector of web advertising. But “broad reach” ads on “branded content” are highly likely to have DR as primary objective. Let’s just call it all what it ultimately is: branded direct response.</blockquote> I totally agree with this statement...I work for a top ten global interactive brand, with our top advertisers (some of which are on the list in the comments above). I would argue that 90% of the dollars spent with us by top tier advertisers (primarily in the tech industry) on banners, rich media, sponsorships, etc are measured as direct response in the same way that our price comparision engine effectiveness is measured. It is all about "branded direct response". And that concept and the true measurement of its effectiveness is as fuzzy as a middle can get.

Yes, brand advertising in its classic sense is an important and growing sector of web advertising. But “broad reach” ads on “branded content” are highly likely to have DR as primary objective. Let’s just call it all what it ultimately is: branded direct response.

I totally agree with this statement…I work for a top ten global interactive brand, with our top advertisers (some of which are on the list in the comments above). I would argue that 90% of the dollars spent with us by top tier advertisers (primarily in the tech industry) on banners, rich media, sponsorships, etc are measured as direct response in the same way that our price comparision engine effectiveness is measured. It is all about “branded direct response”. And that concept and the true measurement of its effectiveness is as fuzzy as a middle can get.

]]> By: Publishing 2.0 » Engagement Is a Euphemism For Measuring the ROI of Brand Advertising http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-19415 Publishing 2.0 » Engagement Is a Euphemism For Measuring the ROI of Brand Advertising Wed, 04 Oct 2006 01:49:49 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-19415 [...] Publishing 2.0 Scott Karp on the Convergence of Media and Technology « The Fuzzy Middle Between Branding and Direct Response | Home | [...] [...] Publishing 2.0 Scott Karp on the Convergence of Media and Technology « The Fuzzy Middle Between Branding and Direct Response | Home | [...]

]]> By: Bennett Zucker http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-19001 Bennett Zucker Sun, 01 Oct 2006 22:53:10 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-19001 Mine was Bazooka comics to get the binoculars that could see through clothes :) Mine was Bazooka comics to get the binoculars that could see through clothes :)

]]> By: KJTK http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-18534 KJTK Fri, 29 Sep 2006 15:25:34 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-18534 Guibbling? Well, my first branded direct response took place sometimes in the early sixties. I was collecting Coke caps in order to get a camera, Happy Times. In those days, no one was talking about <em>branding, direct response or fuzzy middle</em>. We responded to promotions and it used work out pretty well... Guibbling? Well, my first branded direct response took place sometimes in the early sixties. I was collecting Coke caps in order to get a camera, Happy Times. In those days, no one was talking about branding, direct response or fuzzy middle. We responded to promotions and it used work out pretty well…

]]> By: Bennett Zucker http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-18395 Bennett Zucker Fri, 29 Sep 2006 02:06:20 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-18395 Lies, damn lies, and statistics. There's not as much money going to pure branding on the web today as the continuing hype would have us believe. Let's take your example of The New York Times. Ad Relevance shows the following as the top 10 advertisers for the most recent month: 1. New York Times (House ads) 2. E*Trade 3. Scottrade 4. Fidelity 5. Equifax 6. Cablevision 7. Microsoft 8. Samsung 9. Dell 10. Countrywide Financial I assume that Microsoft and Samsung are the only ones that might have a pure branding objective. Microsoft, of course, is one of the world's largest brands as well as one of the web's largest direct response advertisers, so this is a generous assumption. This pattern holds for every big branded site. The top 25 web advertisers month after month after month are led by Vonage, Lower My Bills, Netflix, and other big DR advertisers that, by virtue of their massive exposure, have also established significant brand awareness. Yes, brand advertising in its classic sense is an important and growing sector of web advertising. But "broad reach" ads on "branded content" are highly likely to have DR as primary objective. Let's just call it all what it ultimately is: branded direct response. Lies, damn lies, and statistics. There’s not as much money going to pure branding on the web today as the continuing hype would have us believe. Let’s take your example of The New York Times. Ad Relevance shows the following as the top 10 advertisers for the most recent month:
1. New York Times (House ads)
2. E*Trade
3. Scottrade
4. Fidelity
5. Equifax
6. Cablevision
7. Microsoft
8. Samsung
9. Dell
10. Countrywide Financial

I assume that Microsoft and Samsung are the only ones that might have a pure branding objective. Microsoft, of course, is one of the world’s largest brands as well as one of the web’s largest direct response advertisers, so this is a generous assumption. This pattern holds for every big branded site.

The top 25 web advertisers month after month after month are led by Vonage, Lower My Bills, Netflix, and other big DR advertisers that, by virtue of their massive exposure, have also established significant brand awareness.

Yes, brand advertising in its classic sense is an important and growing sector of web advertising. But “broad reach” ads on “branded content” are highly likely to have DR as primary objective. Let’s just call it all what it ultimately is: branded direct response.

]]> By: David Koopmans http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-18353 David Koopmans Thu, 28 Sep 2006 22:23:38 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-18353 I think you hit the nail on the head with your response to KJTK: Why the distinction between the two? As you said:<blockquote>"Traditional approaches to advertising, rooted in TV and print, still hold sway over branding.",</blockquote> Brand advertising worked in world with few brands, but now?What if you looked at it from the perspective that "brand advertising" only had a place at the table because there was no effective alternative? Now that there is, why would you NOT aim to have someone respond directly to your communication if you had an opportunity? I think your "fuzzy middle" is the convergence of the two into one. I think you hit the nail on the head with your response to KJTK: Why the distinction between the two?
As you said:
“Traditional approaches to advertising, rooted in TV and print, still hold sway over branding.”,

Brand advertising worked in world with few brands, but now?What if you looked at it from the perspective that “brand advertising” only had a place at the table because there was no effective alternative?

Now that there is, why would you NOT aim to have someone respond directly to your communication if you had an opportunity?

I think your “fuzzy middle” is the convergence of the two into one.

]]> By: Scott Karp http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-18272 Scott Karp Thu, 28 Sep 2006 14:22:03 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-18272 KJTK, your quibbling over terms is a perfect example of the fuzziness I'm talking about. All commercial communication, including text ads, has a branding element to it. So why the distinction between branding and direct response? It comes down to the issue of measurement -- should online "brand advertising" be measured by direct responses, i.e. clicks, conversions? KJTK, your quibbling over terms is a perfect example of the fuzziness I’m talking about. All commercial communication, including text ads, has a branding element to it. So why the distinction between branding and direct response? It comes down to the issue of measurement — should online “brand advertising” be measured by direct responses, i.e. clicks, conversions?

]]> By: KJTK http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-18265 KJTK Thu, 28 Sep 2006 13:19:45 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-18265 Interesting, but <em>problematic</em>… Maybe it would make more sense if you substitute the notion of ‘branding’. In this context ‘brand advertising’ would perhaps be more appropriate. Branding is about differentiation, identity, and ultimately about behavior and it saturates all levels of commercial communication, including direct response (eBay, iTunes, Amazon). Interesting, but problematic… Maybe it would make more sense if you substitute the notion of ‘branding’. In this context ‘brand advertising’ would perhaps be more appropriate. Branding is about differentiation, identity, and ultimately about behavior and it saturates all levels of commercial communication, including direct response (eBay, iTunes, Amazon).

]]> By: Web Marketing News http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-20594 Web Marketing News Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-20594 <!--%kramer-pre%-->The Fuzzy Middle Between Branding and Direct Response As advertising dollars continue their inexorable march from offline to online, the battle for control of those dollars will be fought over the fuzzy. (more) Advertising Agency Cleveland Ohio - Top Online Advertising Agency nt Ohio Inventor ? Tocquigny Strengthens Its Leadership Position Metrics-driven marketing agency woos ? of Personalities” will discuss New Jersey-related First Ladies Frances<!--%kramer-post%--> The Fuzzy Middle Between Branding and Direct Response As advertising dollars continue their inexorable march from offline to online, the battle for control of those dollars will be fought over the fuzzy. (more) Advertising Agency Cleveland Ohio – Top Online Advertising Agency nt Ohio Inventor ? Tocquigny Strengthens Its Leadership Position Metrics-driven marketing agency woos ? of Personalities” will discuss New Jersey-related First Ladies Frances

]]> By: Vassa eggen http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-20595 Vassa eggen Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-20595 <!--%kramer-pre%-->E-marketer menar att fram till 2008 kommer de båda marknadsföringssätten att växa lika starkt, med typ $4 miljarder var. Därefter avmattning. Högkonjunktur minst ett år till då! Läs mer • hos Publishing 2.0.<!--%kramer-post%--> E-marketer menar att fram till 2008 kommer de båda marknadsföringssätten att växa lika starkt, med typ $4 miljarder var. Därefter avmattning. Högkonjunktur minst ett år till då! Läs mer • hos Publishing 2.0.

]]> By: chroma http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-20828 chroma Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-20828 <!--%kramer-pre%-->Between Google, with its algorithms, oceans of data, and direct response measurements (click!), and TV brand advertising, with its outdated input metrics that are useless for measuring real return on investment in dollars and cents, is the “fuzzy middle” where the battle for the future of advertising will be fought. Whoever figures out how to bridge the chasm between brands and dollars will win the prize. <!--%kramer-post%--> Between Google, with its algorithms, oceans of data, and direct response measurements (click!), and TV brand advertising, with its outdated input metrics that are useless for measuring real return on investment in dollars and cents, is the “fuzzy middle” where the battle for the future of advertising will be fought. Whoever figures out how to bridge the chasm between brands and dollars will win the prize.

]]> By: Customer World http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-21017 Customer World Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-21017 <!--%kramer-pre%-->Scott Karp<!--%kramer-post%--> Scott Karp

]]> By: DRTVtechnology.org: blogging the technology of Direct Response http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-47375 DRTVtechnology.org: blogging the technology of Direct Response Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-47375 <!--%kramer-pre%-->rich media/video, site sponsorships whereas direct response may be more about search marketing, classifieds, e-mail advertising, referrals and so on. There’s certainly a great overlap but trying to do both is often a greater hindrance than help. Link<!--%kramer-post%--> rich media/video, site sponsorships whereas direct response may be more about search marketing, classifieds, e-mail advertising, referrals and so on. There’s certainly a great overlap but trying to do both is often a greater hindrance than help. Link

]]> By: Publishing 2.0 | Phil Cooke and The Change Revolution http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-142084 Publishing 2.0 | Phil Cooke and The Change Revolution Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-142084 <!--%kramer-pre%-->buying agencies that control brand advertising dollars — and why Yahoo and Microsoft followed suit. Brand advertising will be a big driver of growth for online advertising, and the challenge for online media companies is to optimize ad sales in the fuzzy middle between online-native direct response and offline-native brand advertising. <!--%kramer-post%--> buying agencies that control brand advertising dollars — and why Yahoo and Microsoft followed suit. Brand advertising will be a big driver of growth for online advertising, and the challenge for online media companies is to optimize ad sales in the fuzzy middle between online-native direct response and offline-native brand advertising.

]]> By: news aggregator | Michael G. Hiemstra http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/comment-page-1/#comment-136331 news aggregator | Michael G. Hiemstra Thu, 01 Jan 1970 00:00:00 +0000 http://publishing2.com/2006/09/27/the-fuzzy-middle-between-branding-and-direct-response/#comment-136331 <!--%kramer-pre%-->buying agencies that control brand advertising dollars — and why Yahoo and Microsoft followed suit. Brand advertising will be a big driver of growth for online advertising, and the challenge for online media companies is to optimize ad sales in the fuzzy middle between online-native direct response and offline-native brand advertising. <!--%kramer-post%--> buying agencies that control brand advertising dollars — and why Yahoo and Microsoft followed suit. Brand advertising will be a big driver of growth for online advertising, and the challenge for online media companies is to optimize ad sales in the fuzzy middle between online-native direct response and offline-native brand advertising.

]]>