Display Advertising Column

    • The future of digital advertising creativity and how to get ready

      “So what does this mean for advertising creativity?“ I had been presenting the “MAdTech” mash-up — the intersection of media, advertising and technology — to a group of marketing execs at a Fortune 50 company when the most senior among them threw down the gauntlet. “So what?” she asked. “We understand that the environment is changing inextricably, but what do we do now to ...

      Peter Minnium/ Marketing Land- 10 readers -
    • A different view on viewability

      After reading Google’s report that 56 percent of digital ads marketers paid for never had a prayer of being seen by an actual consumer, one could hear a collective sigh of relief when the Media Rating Council announced a standard for measuring viewability. It wasn’t perfect, but at least advertisers could rest assured that unless 50 percent of their ad was visible in the con ...

      Rob Rasko/ Marketing Landin Display- 13 readers -
  • The insider’s guide to choosing a programmatic buying platform

    Readers of Marketing Land are surely aware of the opportunity with programmatic advertising, whether from the excellent MarTech Landscape Series or your years of experience. The benefits of programmatic are clear: Using data and technology increases efficiency and improves campaign performance. The next big question, though, is how to actually do it.

    Marketing Land- 9 readers -
  • Authentic storytelling: 5 rules for the new frontier of marketing

    In ye olde advertising world, broadcast time was the most scarce resource in marketing; the most influential campaigns were the ones that best leveraged 30-second soundbites. In the brave new digital world, media space has become virtually infinite, and the scarcest resource has become trust; the most influential campaigns are those which create a lasting bond with their con ...

    Peter Minnium/ Marketing Land- 15 readers -
  • Why building relevant ads in a cookie-free world comes down to context

    … Targeted ads work. If the rise of digital has taught marketers anything, it’s that advertising must be highly relevant to achieve any kind of cut-through, but there is one proviso: consumers are willing to accept targeted ads­­ only if they do not intrude on their privacy. According to a Millward Brown survey exploring video — the ad format…

    Marketing Landin Display- 12 readers -
  • Viewability is a big part of the journey, but it’s not the destination

    … in the buying and selling of digital media — transacting on the viewable impression. It’s now been two years since the MRC gave the green light for viewable transacting in display advertising, and last summer they released their final Mobile Viewable Impression Measurement Guidelines. So we’re all done, right? No. In many ways, we’re just…

    Marketing Landin Display- 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…

    Marketing Landin Display- 9 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…

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

    “We optimize against over 1,000 variables,” boasted the ad tech CEO just before drinks were served at yet another digital media summit. This was the grandest of many “bigger is better” assertions that were peppered into content throughout the day. “50 attention measures,” “33 engagement metrics,” “517 data sources integrated” — the claims clattered from the stage like heavy rain on a tin roof.

    Peter Minnium/ Marketing Land- 13 readers -
  • Are you losing money to ad fraud? 3 ways to protect yourself

    … is pretty severe. In October 2015, Distill Networks predicted that in 2015, $18.5 billion of advertising budgets would be spent on fraudulent ads, or $1 out of every $3 spent on digital advertising. So how can you reduce the risk for your display campaign? There are two things you shouldn’t be doing. 1. Don’t switch off online display. Although there…

    Marketing Landin Display- 9 readers -
  • 8 dos and don’ts of successful video advertising

    Meet Judy, our biggest fan of Coffee-mate Amaretto. Since it was discontinued in 2015, Judy's been on a mission to bring it back. We’ve received thousands of social posts, phone calls, emails, and over a dozen compelling letters – all led by Judy. We’ve been listening and think it’s time for us to say #ThankYouJudy. Thanks to J ...

    Pauline Jakober/ Marketing Land- 20 readers -
  • 6 secrets of digital storytelling

    … to nearly every challenge faced in digital advertising and an excuse to avoid responsibility for solving those problems. At last year’s Advertising Week, I noticed the rampant jargonization of “storytelling” and started to jot down each instance of its use. By mid-morning on day one, my hand was sore, well before storytelling was called upon to fix ad…

    Peter Minnium/ Marketing Landin Display- 14 readers -
  • All-you-can-eat data deal coming to a programmatic market near you

    … Earlier this year, I wrote about the emerging opportunity for brands to truly adopt personal marketing. I define personal marketing as the ability within a programmatic media-buying context to customize audience engagement at scale. Because paid media technology has matured to a point where marketers can truly establish meaningful relationships…

    Marketing Landin Display- 11 readers -
  • 5 ways digital marketers can make healthier impressions

    … doing it. But somebody is. And, again, everybody loses — marketers and consumers alike. Step 4: Make all ads contextual Given the advances in programmatic advertising, there’s little reason today to present an ad that is just an ad — a display that you simply stick in front of the consumer, with no regard for context. Content marketing is inherently…

    Marketing Landin Display- 8 readers -
  • Why every digital advertiser should demand transparency

    …) and limited reporting available to either advertiser or publisher. So while ad networks helped in the execution of large-scale media buying, they lacked transparency and were considered “black boxes,” hindering marketers. But everything changed with the advent of programmatic advertising. One of the major breakthroughs was the division of the buy…

    Ratko Vidakovic/ Marketing Landin Display- 13 readers -
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