Display Advertising

Display advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content. In contrast, classified advertising generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces. Display advertisements are not required to contain images, audio, or video: Textual advertisements are also used where text may be more appropriate or more effective.
Posts about Display Advertising
    • Viewability is a big part of the journey, but it’s not the destination

      Measurement, we’ve come a long way. Just 10 years ago, I was a manager in the “interactive marketing” department of a major real estate brand. Our marketing team as a whole employed 30 to 40 professionals, of which just a small handful worked with me in digital. As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie.

      Marketing Land- 11 readers -
    • The evolution of the programmatic superchannel

      Semantics has always been a key marketing component. That’s how “used cars” became “pre-owned vehicles.” And lately, we’ve seen digital marketers get bogged down in semantic table tennis in the discussion of the terms “multichannel” and “omnichannel.” Six of one, half a dozen of the other? If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed.

      Marketing Landin Display- 9 readers -
  • IBM’s Weather Company employs Watson to boost its updated ad targeting platform

    The Weather Company’s visualization of its app users’ daily patterns The Weather Company has taken another step toward predicting much more than just weather. Now owned by IBM, the company has unveiled an updated and rebranded ad targeting platform called Journeyfx. It uses the analytical skills of IBM’s Jeopardy-winning Watson supercomputer to better predict which users m ...

    Marketing Land- 8 readers -
  • IAB releases schema standard for dynamic content ads

    The IAB Tech Lab released a standard for dynamic content ads this week for public comment. The standard is a schema (structured meta data) aimed at increasing the relevancy of ads — and eliminating the need for creating dozens of ad variations — by automatically tailoring ads based on user factors such as gender, location, weather and language.

    Ginny Marvin/ Marketing Land- 7 readers -
  • Bazaarvoice adds ad targeting platform based on consumer intent

    … Bazaarvoice’s visualization of its network. For more than 5000 brands, Bazaarvoice’s cloud-based software allows visitors to rate or review products, or to upload product-related imagery. Now, the Austin, Texas-based company is taking the next step, by announcing a first-party data-based ad platform that targets those visitors with ads…

    Marketing Landin Display Facebook- 12 readers -
  • Study: full-page interstitials alienate users, send them racing for the X-it

    Various studies appear to show that people don’t like interstitial ads. Google wants to ban most interstitials following a search click. And a recent “neuroscience” study from MediaBrix and Neurons Inc. also comes to a similar conclusion. The companies used eye-tracking and other biometric techniques to test various in-app mobile video ad units for user engagement and response.

    Greg Sterling/ Marketing Land- 8 readers -
  • If you’re in the U.S., this marketing data company has a psychology profile on you

    Where you are, what you buy, and your age. These are the kinds of attributes that digital marketers commonly employ for targeting. London-based Cambridge Analytica is adding an additional layer: psychology. With U.S. offices in New York City and Washington, D.C., the company is now redirecting its psychological targeting from national security and political clients — includi ...

    Marketing Land- 10 readers -
  • DialogTech and LiveRamp join to make calls a display optimization tool

    DialogTech has integrated with LiveRamp as part of a new call data and attribution offering for display ads. The product is intended to enable marketers to optimize their display campaigns to drive more calls and to identify audiences more likely to convert over the phone. Calls in this scenario become a way to capture audience data and enable better display targeting and retargeting.

    Greg Sterling/ Marketing Land- 10 readers -
  • Can location make native ads better and more relevant?

    … Placecast is bringing location intelligence to native advertising to improve relevance and performance. The company also announced last week that it has been awarded two patents pertaining to “location data management and targeting.” Placecast is one of the longest-existing companies in the location-based marketing segment, having begun…

    Greg Sterling/ Marketing Landin Display- 5 readers -
  • LiveRamp extends its multi-channel identity resolution service to its clients

    Data onboarding service LiveRamp is launching its biggest service expansion yet, making its identity resolution service available to client companies. Owned by marketing data provider Acxiom, Liveramp is launching IdentityLink so that the service — which links data across channels to generate individual customer profiles — can now be used by clients for their own cross-chann ...

    Marketing Land- 8 readers -
  • The ins, outs and industry effects of Apple’s Limit Ad Tracking changes

    Apple’s iOS 10 update was a huge shot across the bow in the mobile advertising world. Apple rolled out search ads in the iOS App Store to all US users, but another updated feature has put search ads in perspective as part of a bigger plan and has simultaneously sent ripples through the rest of the industry. What are we talking about? “Limit Ad Tracking,” or “LAT” for short.

    Marketing Land- 11 readers -
  • Keep it simple: 10 digital brand metrics that matter

    … clattered from the stage like heavy rain on a tin roof. Spoiled for choice Don’t get me wrong. I love data as much as the next digital media and advertising guy, but I am growing increasingly wary of the information arms race. The proliferation of options takes us farther away from landing on digital metrics that matter. It certainly adds complexity…

    Peter Minnium/ Marketing Landin Display- 13 readers -
  • AdSense tweaks the look for text ads again

    … ads were called magazine ads when they first debuted in May 2014. About The Author As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has…

    Ginny Marvin/ Marketing Landin Display Google- 10 readers -
  • Are you losing money to ad fraud? 3 ways to protect yourself

    What is ad fraud? Ad fraud comes in all shapes and sizes and can’t be explained by one definition. The Joint Industry Committee for Web Standards released a report in 2015 to demystify the world of fraudulent advertising online. They listed 16 versions of ad fraud including: non-browser user behavior — activity that is not associated with human behavior; hidden ads — e.g.

    Marketing Land- 8 readers -
  • Videology joins Screenvision to make movie theater ads more targeted

    … to counter ad-blocking, a more efficient targeting of theater ads — and the resulting increased relevancy to specific audiences — might lower the need to spray so many. Better targeting for movie theater commercials is the idea behind the recent announcement by TV/video software provider Videology that it has formed an alliance with cinema advertising…

    Marketing Landin Display- 9 readers -
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