Wikipedia tells us that the word ‘Branding’ comes from the Old Norse ‘brandr’, which means to burn. We didn’t read past that point, but we confidently assume that those Norsemen of old were referring to the fact that many advertisers end up burning through their advertising budgets without much to show for it when running branding campaigns.
Several hundred years later, and we’re living through a digital marketing bonanza the likes of which those Vikings could only dream about, with their meager dial-up technology and crude ship-building techniques. But even so, advertisers are still looking for ways to get their brand in front of the right people, in premium inventory, without burning money (figuratively or literally) on bad inventory.
But what exactly defines “bad inventory”? Or, perhaps a better question would be, what defines “good inventory”?
Over on the blog, Senior Director of Marketing Nick Dujnic takes a look at what makes a branding channel effective and identifies a new channel and audience for increasing brand awareness that marketers might be missing out on.
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