A large media buy this week by Cars.com validates the ROI that online advertising can provide for branding initiatives. As ClickZ News reported today, “Cars.com added an extensive online media buy this week to the TV campaign it began in March. A mix of display and rich media units will run on portals, auto and lifestyle [sites].”

While typically used for hard ROI and conversions, online advertising is also an effective channel for building and reinforcing a brand. By using video content, online game advertising, behavioral targeting, search marketing and display ads in addition to its offline campaign, Cars.com plans to reach more than 200 million users. Cars.com has more than $100 million allocated for the overall campaign, with a “significant portion” dedicated to online efforts.

Mitch Golub, president of Cars.com, observed in the ClickZ article that “Internet marketing plays an increasingly important role in building brand awareness,” particularly given that consumers now spend “as much as 30 percent of their media time online.”

This is further evidence of the changing tide of user behavior and advertiser response that is central to the Content Economy – an increasing number of marketers evaluating branding options through online advertising outlets, further promoting the growth of the overall industry.

Read the full story, by Enid Burns, at http://www.clickz.com/news/article.php/3607571.