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Forbes article: ‘Online ads a waste’. Not so.

A recent article  on Forbes.com states companies are missing the mark with banner ads. First off, I can’t blame the author for trying to make his case – he is promoting his business, which is not advertising-related. Secondly, his conclusions are based on the assumption that companies use banner ads for branding – I think it’s clear that most companies use online ads for sales (lead generation), not branding. Most importantly, I believe that most advertising tactics and channels that don’t deliver a good ROI are ineffective because of their content, not because of the tool itself. Millions of ad dollars are wasted, but it’s due to poor messaging and content, and this is true online and offline. With strategic messaging, businesses can engage consumers, lead into a story, spark interest…even with a banner ad. – Darren Ballegeer

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