DM News: Google Sees Brand-Advertising Opportunities

A DM News piece points out the ongoing experiment Google has been conducting with graphic ads, and the direct marketing trade magazine concludes that this may mean Google will use the placements to try to attract brand advertisers. But advertiser campaign analysis studies have proven repeatedly that text ads can be just as effective at branding as graphic ads, and graphic ads can be almost as effective as text placements in direct response marketing. So far, both are priced based on clicks.