Display Advertising Column

  • My first CES: What I saw, learned and questioned

    Last week, I attended the Consumer Electronics Show in Las Vegas for the first time. I work in Business Development and Innovation at the Ad Council and was excited to discover innovative companies — potential partners that are using tech to inspire positive change and improve lives. I’ve always dreamed of going to CES, a conference my dad went to when I was growing up.

    Marketing Land- 17 readers -
  • Responsive ads for the Google Display Network: 6 months in

    At the Google Performance Summit in May 2016, Google announced responsive ads for display, which subsequently rolled out to advertiser accounts in July. Since we’ve been able to use responsive ads for six months now, I’ve included some of the most commonly asked questions below to cover some of the advantages, disadvantages and results seen to date.

    Marketing Land- 15 readers -
  • 10 behavioral science principles for great digital creative

    … obvious] — the attention of its recipients.” Simon wrote this prior to computers becoming commonplace — and, of course, before smartphones were ubiquitous. In the subsequent years, the tension between information and attention has gotten even more extreme. As advertising creativity also grows in complexity to acclimate to new environments, how…

    Peter Minnium/ Marketing Landin Display- 16 readers -
  • First you thought your brand dollars were safe… then fake news happened

    … to be interesting news. The concept is very similar to “clickbait.” Clickbait is web content that aims to increase advertising revenue by relying on sensational headlines to attract readers and increase site visits. These websites are often characterized as low-quality, and they’re mainly used to attract readers to click to view the content. Fake news…

    Marketing Landin Display- 18 readers -
  • Digital or TV? The false dichotomy in advertising

    …, advertisers could be forgiven for thinking they need to make a choice between the two channels. But the reality is, advertisers shouldn’t be excluding TV, digital or any other advertising channel from their media mix. Instead, they should embrace multichannel, complementary media strategies that deliver optimal outcomes for their businesses. So where…

    Marketing Landin Display- 12 readers -
  • How you should be leveraging native ads in 2017

    … As advertisers plan 2017 media budgets, native advertising needs to be a discussion point. While many interpretations exist, the most agreed-upon definition of native advertising is “a form of paid media in which the ad experience follows the natural form and function of the user experience in which it is placed.” Essentially, an ad…

    Marketing Landin Display How To's- 10 readers -
  • A different view on viewability

    … of their ad was visible in the consumer’s browser for at least one full second, their budgets wouldn’t be hit. Everyone seemed to agree that viewability was a step in the right direction to making digital advertising work better. Has viewability improved advertising? To be fair, it’s had its stumbles coming out of the gate, so let me rephrase…

    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…

    Marketing Landin Display- 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 of the moment — 41 percent of resp ...

    Marketing Land- 13 readers -
  • Viewability is a big part of the journey, but it’s not the destination

    …. But then we dropped the hammer. “The most important reason to put more money into online media is real and accurate measurement.” We preached the power of digital measurement. No more panels. No more extrapolations from limited data sets. From now on, our advertising dollars would be spent on real impressions. How times have changed. The controversy over…

    Marketing Landin Display- 11 readers -
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