Online Branding Ads: When You Have a Hammer...

Here's some interesting news about a Gartner study that suggests that online branding advertising may be more likely to annoy consumers than motivate them. The Gartner study contradicts one from Microsoft (who, we must note, sells online ads) that suggested that it boosts sales.

When you have a hammer, everything looks like a nail. It's worth thinking about the unique capabilities of online vs offline ads. I suspect online ads work well when the sales process requires additional information or interaction. If you're selling cars and your ad leads to a virtual reality tour of the car's interior, it will probably work. If you are selling insurance and the ad leads to a rate calculator, you're helping consumers make good decisions about buying your service. If you're trying to push your brand of beer, you may be better off with a billboard near your city's biggest rush hour traffic jam.