Building a brand across the scale of immediacy: Practical progress from a theory of online advertisements

The effectiveness of online advertising is under increased scrutiny, but focusing on direct response metrics does a disservice to the many new ways online can help build a brand.

For nearly 100 years, roughly 1% of GDP has been invested in US advertising each year, with little deviation. A similar pattern occurs globally, with total ad spend falling between 0.6 and 0.9% of gross world product every year since 1980. Whether it...