physics - 10:00 pm on Oct 1, 2009 (gmt 0)

It would be interesting to do a case study on a company who ONLY ever advertised using web display ads. Would you see the 'branding' effect that advertisers are so willing to pay for in print magazines?

Something that always has amazed me is why Coca-Cola, for example, doesn't make an agreement with Google and buy up ALL of the un-targeted display ads on sites running Google AdSense. Don't get me wrong, I like the idea of public service ads because they help worthy causes - but it's amazing to me that a company interested in branding (Coke, Toyota, Starbucks, McDonalds...) wouldn't be chomping at the bit for some cheap impressions like that, and that Google wouldn't be happy to oblige, and of course webmasters wouldn't be happy to get the cash for impressions on these ads through some sort of agreement but we have little say in the matter after all ;)