Brand sites outperform

Why worry about your website if you don't sell anything online? Because it may be a better way to reach your audience.

Take a look at a most recent report from Ad Age. Corporate or brand sites, that are still for a large part ignored, are beginning to get higher reach numbers than some traditional media.

"While P&G sites captured only 3.3% of ComScore's U.S. web audience in October, that's more than double its industry-leading 1.3% share of U.S. ad spending last year and nine times its share of online ad spending, according to TNS Media Intelligence."

The article implies that the impression on the website is arguably more important than the other impressions. Why? Because the audience has chosen to come to their site as opposed to just being exposed.

So, I have to ask again, why is it that so many  companies do such limited research for their website? Is it because the cost of development is small  compared to the cost of media? Why aren't they evaluating their production budgets based on reach and value of reach instead of costs?

My sense is that it's the old guard. Viva La Revolución.

- Paul Herring