Brand advertising is an altogether different animal than paid search and other types of online pitches. It's back in vogue primarily because of the Internet's endless expansion. At the same time that the Web audience is getting bigger and broader, the TV audience is becoming more fragmented even as the costs of TV spots are going up. Add in the speedy adoption of broadband , which makes viewing TV-like ads online a better experience than on slo-mo dialups, and brand-building has a new mass audience to target.
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