Brands take cautious approach to online campaigns

11/28/2011 | Advertising Age (tiered subscription model)

Marketers are still pouring cash into digital campaigns, but at a somewhat slower pace than many in the industry had expected, with major destinations such as AOL and Yahoo! reporting they ran fewer brand ads during the first half of the fourth quarter. Brands are tightening their belts amid global economic uncertainty, and are increasingly reluctant to invest in bold new online campaigns. "We continue to see share-shift toward digital but less of an appetite for experimental digital solutions and more focus on things that they know," said MarketShare Partners CEO Wes Nichols.

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