Mike Hudack is a tumblelog.

heyitsnoah:

… Super Bowl ads can do wonders for sales (sorry about the Google Cached link). Also, a lot of TV is designed to drive short-term sales and is not direct response. For better or for worse, the scale of TV allows you to show a correlation between running your spot and a sales bump. This isn’t really possible on the web (just because it’s hard to get the audience to show the bump). Ultimately it’s probably a measurement issue, but either way we’re not there yet (except, of course, when purchase happens online).

What’s more, I’d say the web has been completely proven out as a branding platform, just not within the paid media space.

Agreed.  Television does drive sales.  And I agree that the Web has been completely proven out as a branding platform outside the paid media space.

The trick is proving that paid media on the Web is good at driving brand metrics and sales beyond direct response.

There are two problems:

• Most brand ads on the Web aren’t good at moving the needle, regardless of scale;
• The measurement is often so bad that it can’t tell you anyway.

Banner blindness is real.  And most banner ads suck anyway.