garyp
09-10-2004, 01:16 PM
Comment: The big brand battles to come
Source: Netimperative
http://www.netimperative.com/in_depth/big_brand_battles
Mitch Butcher, Editor of Netimperative, asks Kate Burns, Head of Advertising Sales for Gooogle in the UK, her thoughts about the future of banner ad netwoks.
I asked her [Kate Burns] that if contextual advertising was as successful as it appears to be, what would happen to the banner advertising networks like AdLink, which took over the brand-driven advertising sales network DoubleClick had pioneered.
He answer was very interesting. She said she imagined that rather than get into keyword advertising, they would simply continue in their banner-driven world, selling and serving richer and richer media like streaming video adverts.
Her view on this is not insignificant. In the pre-dotcom bubble of the late 90s, Burns was a senior executive at DoubleClick's advertising sales operation in the UK.
Source: Netimperative
http://www.netimperative.com/in_depth/big_brand_battles
Mitch Butcher, Editor of Netimperative, asks Kate Burns, Head of Advertising Sales for Gooogle in the UK, her thoughts about the future of banner ad netwoks.
I asked her [Kate Burns] that if contextual advertising was as successful as it appears to be, what would happen to the banner advertising networks like AdLink, which took over the brand-driven advertising sales network DoubleClick had pioneered.
He answer was very interesting. She said she imagined that rather than get into keyword advertising, they would simply continue in their banner-driven world, selling and serving richer and richer media like streaming video adverts.
Her view on this is not insignificant. In the pre-dotcom bubble of the late 90s, Burns was a senior executive at DoubleClick's advertising sales operation in the UK.