Display Advertising Column

    • The 4 truths of programmatic marketing

      How has your communication planning changed over the last 10 years? How do you connect the tech and digital experience with your brand? Arguably, finding the perfect blend of messaging, channel and context to optimize your activity has never been easier. Today, technology makes it easier to store, synthesize, then distill data into useful, sharable actions — well, that’s the theory anyway.

      Marketing Landin Display- 15 readers -
    • The tyranny of a blank page: Why creative matters most

      “And remember the tyranny of a blank sheet of paper,” my supervisor added as I turned to leave her office. I was a young account executive in the ’90s en route to read the riot act to a creative team who were tardy on an assignment. I was stopped in my tracks at this seemingly offhand advice. We had already spent months preparing the launch of a new campaign — exploring the ...

      Peter Minnium/ Marketing Landin Display- 14 readers -
    • What if Super Bowl commercials were like digital ads?

      Picture this. It’s Super Bowl Sunday. Last play. Patriots trail by four. Tom Brady fires a pass to Julian Edelman at the back of the end zone. Touchdown. But wait. Was Edelman inbound or not? Hard to say. A replay review will determine if the call stands and the Patriots win — or if the call is reversed and the Falcons win. The suspense builds.

      Marketing Landin Display- 17 readers -
  • How to spice up your TrueView audience strategy on YouTube

    … A 2016 study by comScore showed that adults are 30 percent more likely to choose online video over TV when given a choice of where to watch video content. Many of us have been running TrueView campaigns on YouTube from within AdWords for a while, but how many of the newer or updated features are you taking advantage of? First, let’s take…

    Marketing Landin Social Google How To's- 12 readers -
  • The evolution required to achieve a sustainable online ecosystem

    Ad blocking certainly got the industry talking in 2016. It was included for the first time on Gartner’s 2016 Hype Cycle for Digital Marketing and Advertising and cited as a critical issue in LUMA’s annual State of Digital Media report. It also acted as a positive catalyst for change with increased emphasis on creating high-quality, targeted ad campaigns, as illustrated by ini ...

    Marketing Land- 13 readers -
  • Best of both: Making TV and digital work in unison

    … In my previous article, I explained that — despite being widely viewed as competing advertising channels — TV and digital are, in fact, complementary elements of an effective media strategy. Far from being two distinct channels, TV and digital intersect in a number of ways. First, the normalization of second-screening means TV viewers are now…

    Marketing Landin Display- 27 readers -
  • What does Medium.com’s profit model pivot say about the future of online advertising?

    Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precis ...

    Marketing Land- 27 readers -
  • Why B2B marketers should care about whitelisting

    A company’s most valuable asset is often its brand — so brand safety is a big concern for most businesses. No brand wants its products associated with hate speech, porn or extreme politics, which is something that marketing technology companies understand and deal with on a daily basis. While industry experts are still debating which method is best for ensuring brand safety ...

    Marketing Land- 13 readers -
  • 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- 19 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- 17 readers -
  • How programmatic and header bidding will disrupt all media in 2017

    … Header bidding is all the rage in the programmatic ecosystem at the moment, and it signals a significant shift in the way advertising is bought and sold. Surprisingly, I predicted this evolution when I wrote “The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos and Advertising Anarchy” in late 2006 or 2007 (Yikes, 10…

    Marketing Landin Display How To's- 32 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- 17 readers -
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