Brand Ads to Hit the Net Hard in 2005

Thread Description:
eMarketer report in the threadlink above that CPG's (Consumer Packaged Goods) are to spend a whole bucket load of cash on internet marketing next year in a bid to balance flagging effects offline.

Significant online advertising growth can be found in those campaigns with a branding objective — the classic province of CPG marketers. According to eMarketer projections, online ad spending for branding will increase by 22.4% in 2005, compared to a 19.8% boost for direct response advertising. In each of the three years following, spending growth for branding goals will match or outstrip direct response growth.

Funny, from what I've been reading lately (a LOT), brand ads are having less and less impact daily, what would make online any different to off?
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