Making Web Ads that Work
Geoffrey PrecourtWARC Online
The challenge for digital marketers, according to John Burbank, ceo of Nielsen Online, is to make toilet paper advertising compelling. And he proved it with a simple image: a mug shot of Mr. Whipple, the legendary Charmin squeezer whose last network television appearance was in the mid-1980s.
Two decades later, this figure still registers immediately, even among the younger members of the audience at the Advertising Research Foundation's fourth annual Audience Measurement 4.0 Conference in New York City.
On television, Burbank contended, "driving brands is at the core of its...