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No big brands have been built by online advertising because it’s a ‘private’ human experience

January 11, 2019 / Techweez

One of the questions I’ve been wrestling with for years is why online advertising seems to be incapable of building major consumer-facing brands. We’ve had 20 years of the phenomenal growth of online advertising and yet I have trouble coming up with one example of a major consumer-facing physical brand that was built by online advertising. I can think of no examples of major brands of beer, soda, cars, toothpaste, paper towels, candy bars, soap, fast food, peanut butter you get the picture that was built by online advertising. After 20 years of existence radio and TV had built hundreds, if not thousands, of consumer brands. There are some who would argue that there are very big web-native brands that have been built by online advertising. For example, Amazon, Google, and Facebook.