Display Advertising Column

    • Attributing affiliate value: Looking beyond consumer journey position

      The popularity of the already well-established affiliate channel continues to grow as part of the marketing mix. US affiliate spending will total $5.37 billion in 2017, according to an eMarketer report, a 12 percent increase over 2016’s $4.78 billion. The same report states one of the reasons for this growth is that it is highly measurable — a key characteristic of performanc ...

      Marketing Landin Affiliate Display- 12 readers -
    • The 7 rules of respectful marketing

      Consumers are in open rebellion about how they’re disrespectfully treated by your marketing. Millions now use ad blockers to escape the relentless barrage of online ads, resulting in 32 percent of global page views being impacted by ad blocking. And the rest don’t need an ad blocker because they’re conditioned to ignore the ad.

      Marketing Landin Display- 10 readers -
  • The calm before the storm: Why media channels die quickly

    … I recall an amazing chart I saw a few years ago about the decline in newspaper advertising revenue. Here it is: If you’re like me, what you’ll notice first is the dramatic decline in revenue, starting around 2005. What I failed to notice, however, was that this decline was preceded almost immediately by the industry’s best-ever year — $65.3…

    David Rodnitzky/ Marketing Landin Display- 21 readers -
  • Publishers: Tell your users what they’re getting out of viewing ads

    … the format and the frequency of the ads being served alongside the content. Secondly, as publishers are quickly realizing, they no longer have the same level of access to customer data, which in today’s data-driven world is the key driver of dynamic, personalized advertising. As a result, advertisers are becoming frustrated as they struggle to achieve…

    Marketing Landin Display- 13 readers -
  • Ad fraud detection: A guide for marketers

    … is a data center IP address. This means that the “visitor” to your page is originating from a hosted server, not a residential or corporate computer. Producing such proof will often get you a refund from your agency or ad-buying platform. 4. Abnormally high CTRs The last warning sign is a phenomenon of which most experienced media buyers are aware…

    Ratko Vidakovic/ Marketing Landin Display- 17 readers -
  • 4 reasons why digital context matters

    … acted on this knowledge to the extent that the available media allowed — for example, with beer and pizza ads during sporting events and clothing ads in fashion magazines. In becoming “digital,” these same marketers oddly seem to have forgotten this proven precept. The rapid growth of programmatic advertising in recent years has driven an almost…

    Peter Minnium/ Marketing Landin Display- 19 readers -
  • Why it’s more vital than ever to get display measurement right

    … and assigning weight accordingly enables cross-channel planning and optimization — something that is absolutely vital to engage with the modern consumer. Display advertising influences other channels This multichannel view also provides an understanding of the impact display activity has on other channels. Our data demonstrates that running display…

    Marketing Landin Display- 23 readers -
  • When is a native ad not native? Understanding it’s all about context

    … quality, it is relative. This understanding needs to inform our approach to native advertising. Native to what, exactly? After all, “native” still lacks a proper definition. Sure, it’s easy to see native advertising as old news. Now, native units are seemingly everywhere: native video, native display, social native, programmatic native — the list…

    Marketing Landin Display- 26 readers -
  • Dynamic video will convert the last digital skeptics

    … Data-driven marketing is today’s norm. The vast majority of digital display ads this year — 73 percent, according to recent eMarketer forecasts — will be purchased programmatically and incorporate data-driven targeting to activate. It’s also projected that 2017 will be the first year when digital spend surpasses TV to become the largest part…

    Marketing Landin Display- 25 readers -
  • Are you grateful for digital? Part 2: Q&A

    In my most recent column, I challenged you to ask if you were grateful for digital. I argued that while marketers claim to be customer-centric, our campaigns rely more on our need to meet sales goals than any objective of the customers. Well, it got me thinking, do others have similar feelings? Are they grateful for digital? I asked Lynn Wunderman, Director at Pebble Post (m ...

    Marketing Land- 27 readers -
  • Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’

    …” is essential to any media plan, marketers need to layer in “non-who” factors such as “where” and “when.” Context and adjacency (the YouTube/Bill O’Reilly effect) Brand marketers are very sensitive to adjacency/context issues. This concern has — from the earliest days of the web — prevented nearly every brand and direct response marketer from advertising…

    Marketing Landin Display- 16 readers -
  • My advice to Google and Facebook on brand safety

    … What do buzzwords and populism have to do with one other? Undoubtedly, you’ve heard the latest buzzword, “brand safety,” as major advertisers like Johnson & Johnson, AT&T, Verizon and hundreds of others have pulled their advertising from YouTube and Google Display Network because it was showing up next to hate-promoting videos. We also…

    James Green/ Marketing Landin Social Display Google- 17 readers -
  • Digital advertising’s perverse incentives

    … In digital advertising, as in life, it’s important to start with the desired end in mind. There’s a well-worn tale about a city slicker who gets lost while driving the back-country roads of Maine en route to the capital city. After driving for what seems like an eternity on unmarked roads, he comes upon a farmer on a tractor in his field…

    Peter Minnium/ Marketing Landin Display- 21 readers -
  • Your programmatic platform has an expiration date

    … Listen up, agencies and brands: the programmatic platform you’re using is dying. Actually, it should probably already be dead. Many of the major platforms that marketers know, use and rely on to drive awareness and conversions are out of date. They were built for desktop advertising, but we’re in an age where mobile ad spending is poised…

    Marketing Landin Display- 28 readers -
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