You have arrived at the web home of Noah Brier. This is mostly an archive of over a decade of blogging and other writing. You can read more about me or get in touch. If you want more recent writing of mine, most of that is at my BrXnd marketing x AI newsletter and Why Is This Interesting?, a daily email for the intellectually omnivorous.

February, 2011

Brand Advertising (or the Lack Thereof)

The disparity between top digital and overall advertisers reveals the lack of brand advertising on the web.

Yesterday I wrote a bit about brand advertising on the web and out of curiosity today I looked up the top digital advertisers versus the top overall advertisers. I didn't spend a ton of time with this, so if someone finds better numbers please let me know. Anyhow, the top 10 advertisers from Q1 2010 are pretty much exactly what one would expect:

  1. Procter & Gamble Co
  2. AT&T Inc
  3. General Motors Corp
  4. Verizon Communications Inc
  5. Pfizer Inc
  6. News Corp
  7. Johnson & Johnson
  8. Time Warner Inc
  9. Walt Disney Co
  10. General Electric Co

Now I'm sure there's been some movement in that, but the basics are pretty consistent: P&G tops the list with a roughly 40 percent bigger spend than anyone else. Following that are some carriers (AT&T, Verizon), entertainment companies (News Corp, Time Warner, Disney) and then some all around giants (GM, Pfizer, GE).

Compare that list to the top top 10 internet advertisers from 2009:

  1. Scottrade
  2. TD Ameritrade Brokerage
  3. FreeScore.com
  4. Verizon
  5. E Trade Financial
  6. Sprint
  7. Netflix.com
  8. Scottrade Stock Brokerage
  9. LowerMyBills.com
  10. E Trade Financial

Other than Verizon at 4 and AT&T at 12, not a single player from the overall list shows up in the top 50 (from 2009). Now this could be for a few reasons I guess (not measured properly, spent in non-working), but generally when you look at that second list you see a whole bunch of direct response advertisers. No one has been able to convince big brands in any sort of serious way that the web is a viable medium for doing brand advertising. This isn't a new idea, but I had never thought to compare the two and it's astounding to see that second list.

February 13, 2011
Noah Brier | Thanks for reading. | Don't fake the funk on a nasty dunk.