In a recent blog post, John Battelle writes, “Display advertising is dead. Or put more accurately, the world of ‘boxes and rectangles’ is dead. No one pays attention to banner ads, the reasoning goes, and the model never really worked in the first place (except for direct response). Brand marketers are demanding more for their money, and standard display is simply not delivering. After nearly 20 years, it’s time to bury the banner, and move on to…well something else.”

As a director of digital media at Rosetta, a focus of my role is on display and its role within our clients’ media mix, so reading John’s article raised some questions for me. If he’s right, and “display is dead,” what’s the next phase of digital marketing? I think the answer to that question depends largely on the advertiser’s business objective.

MORE:  Is display really dead? – iMediaConnection.com.