Report: Online Branding Effective But Underused

NEW YORK–In a report to be released this week, Jupiter Media Metrix, New York, says that “online branding abilities deliver a 25% to 35% higher return-on-investment than using standard direct marketing metrics.” However, the report also says that only 15% of online marketers are doing any formal online branding measurement, preferring such direct response metrics as click rate and cost per conversion.

According to Jupiter, the greatest obstacle in developing online branding practices “isn’t the Internet’s brand-building abilities, but the marketing culture.” The report also claims that online “skyscraper” advertisements-built from top to bottom rather than side to side on a Web page-are gaining in popularity and acceptance.