Ad Age recently reported that, according to U.S. research firm comScore Media Metrix, the combined monthly traffic to Proctor & Gamble and Unilever's personal hygiene and cosmetics brand sites is 9 million. This is nearly one-third of YouTube's total monthly unique visits, and much higher than many other news and video outlets.
Brands are starting to realise that their own websites generate significant traffic, in some cases more than the sites they buy ad space on. The opportunity for brands themselves to generate advertising revenue as well as direct sales will become more prevalent.
Many people are heading to the corporate sites for info on the brands and also to leave comments. The trick will be for brands to turn this direct connection with consumers into something a bit more meaningful than pointing prospective customers to high street addresses, snapshots of the expensive Annual Report, or those wonderful ‘we are an inclusive employer’ photos.
Expect increased energy directed to this by the Brands, blurring once again the lines between Media Owner and Brand... Will we see the rise of Brand Media in 2007?
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