MSN network celebrated yesterday the best creative advertising content to appear on its network of Web sites over the past year. As explained on Yahoo! News, AtmosphereBBDO won the first prize in “branding” category for “Pen” developed for General Electrics; Lowe New York received the first prize in “Direct Response” for a Dell ad that promoted a free-shipping offer; and Euro RSCG Circle gained the gold medal in “Rich Media” for an interactive ad developed for New Balance Athletic Shoe.
Does online advertising influence branding or yield direct response? This is the key questions to which eMarketer tries to give an answer. In today’s newsletter David Hallerman, using DoubleClick’s numbers, explains that marketer are in increasingly understanding and taking advantage the Internet as powerful medium for both branding and direct response campaigns.
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