Branding, meet Direct Response

Scott Karp has been really on point with several recent posts, covering the evolving "engagement" debate and the issues surrounding the growth of online advertising. This post really strikes a chord:

Between Google, with its algorithms, oceans of data, and direct response measurements (click!), and TV brand advertising, with its outdated input metrics that are useless for measuring real return on investment in dollars and cents, is the “fuzzy middle” where the battle for the future of advertising will be fought.

Whoever figures out how to bridge the chasm between brands and dollars will win the prize.