By Greg Jarboe

Harry Gold, the founder and CEO of Overdrive, recently wrote an article for ClickZ entitled, “How to Cope With Rising Online Media Prices.” In it, he cited a recent CIMA study that shows media buyers and publishers saw rates go up 7.5% in the last six months.

So, how do you cope with rising online media prices?

According to Gold, one possible solution is to “explain online’s value as being more than clicks and actions. Remind clients they’re getting branding value in a very targeted, intimate space.”

So, what is the value of online branding?

When does it make sense to launch a branding campaign with high-priced premium placements you know aren’t going to provide low-cost clicks and actions? Where can you run a campaign in high-profile places and pages where the client truly believes there’s branding value? How do you ask the client to adjust expectations on a portion of your placements? Why is optimizing a branding campaign done more on a creative level and less on a property level? We’ve invited a number of authors, experts, and bloggers to tackle these questions for the ContextWeb Internet Advertising Blog’s Brain Exchange. Who are they?

Check back over the next couple of weeks as each one weighs in on the topic.

Greg Jarboe is the president and co-founder of SEO-PR, a search engine optimization and public relations firm. He is also a frequent speaker at Search Engine Strategies, PubCon, and other industry conferences.

Tags: brain, exchange, adsdaq, contextweb

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