On the Web, Branding is Back

august 24, 2004  04:03 pm
Experts predict the brand-ad rebound is more sustainable than the boom that buoyed dot-coms in 1999 and 2000, in part because it's being led by the offline world's big brand builders -- including Coca-Cola (KO ), Nike (NKE ), and Visa. While paid search advertising, where companies buy placement in search results from sites such as Google (GOOG ) and Yahoo, was all the rage in 2003, online branding is gaining steam this year and may become the strongest growth story of Net advertising in 2005.