This is a very interesting point, which in fact plays in defense of original article.
Bob Hoffmann, very influential figure in advertising (http://adcontrarian.blogspot.com/) likes to point out that there were not that many companies which built their strong brand with online advertising only.
OK, he is old and grumpy dude and he dislikes online ads, but this is a fair point. Once company becomes big enough, it strives to buy a Super Bowl ad spot. And we are well into 10 years of internet being mainstream media, but how many brands were built online only? Not that much, and I'm saying it as "online ads work", kind of guy.
I can name a handful that I've never seen an ad for on TV or in print (or maybe 3 or 4 years after using them). Twitter, DoorDash, Lyft...compared to SkipTheDishes in Canada, which has commercials on during SNL but maybe it's already hit peak internet marketing there, or maybe more appropriately GoDaddy which wasn't much until their Superbowl ad.
Bob Hoffmann, very influential figure in advertising (http://adcontrarian.blogspot.com/) likes to point out that there were not that many companies which built their strong brand with online advertising only.
OK, he is old and grumpy dude and he dislikes online ads, but this is a fair point. Once company becomes big enough, it strives to buy a Super Bowl ad spot. And we are well into 10 years of internet being mainstream media, but how many brands were built online only? Not that much, and I'm saying it as "online ads work", kind of guy.