In search of a premium alternative: an action plan for online brand advertising

July 27, 2010

April 4th 2009 - The Art of Self-Expression
Image by Stephen Poff via Flickr

by Bain partners John Freylinghusen and Aditya Joshi
As online advertising approaches maturity, it faces a major crossroads. The industry can continue down the path of commoditization driven by direct response, with its promise of high volumes but little room for differentiation. Or it can reinvent itself around brand advertiser needs and deliver more premium offerings. Making the right choice will not just ensure sustainable growth—it will redefine the industry’s future winners.
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