Disconnect between Advertiser desires for online Branding and Publisher Offerings

A study on “Building Brands Online” by Bain suggests there is a disconnect in the market of online display advertising between what publishers offer and what advertisers desire when it comes to branding efforts.

Publisher’s armed with a hammer, can view every advertising opportunity at a nail. Sales reps, untrained in a market, have a hard time convincing an advertiser they will receive value and/or try to fit the wrong program to the advertisers need, or worse still, don’t even listen to the real need (or probe deeply enough to get to it).

On one hand, advertisers want to measure everything, but find the measurement process itself to be less than cost-effective since they are measuring a relatively small ad spend.