Display Advertising Column

    • 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 -
    • 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 Landin Display- 13 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 -
  • 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 -
  • 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 Landin Google Retargeting- 19 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- 11 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- 7 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- 5 readers -
  • Why every digital advertiser should demand transparency

    … and not necessarily Marketing Land. Staff authors are listed here. About The Author Ratko Vidakovic is the founder of AdProfs, a digital advertising consultancy, where he advises businesses how to scale up their paid customer acquisition efforts by combining the power of display advertising with the efficiency of lean startup principles. As a result…

    Ratko Vidakovic/ Marketing Landin Display- 8 readers -
  • 3 reasons why digital research is backwards

    “Say that again?” I asked, startled. “We don’t pre-test our advertising,” repeated the Fortune 50 marketer. I convinced myself I was hearing things. Twenty years ago, I worked on several of this marketer’s iconic brands, and they were rigorous adherents to a dogmatic advertising testing process.

    Peter Minnium/ Marketing Land- 13 readers -
  • Why talent was the elephant in the room at Cannes Lions

    Developers understand how great it is to work at a company that is creating a new language for industry. Their parents are having a harder time getting it. Get yourself a world changing job: http://talentcommunity.gesoftware.com/ Subscribe to the GE Channel: http://invent.ge/1eGgvZK GE works on things that matter. The best people and the best technologies taking on the toughest challenges.

    Marketing Land- 10 readers -
  • Changing the Cannes conversation: Creativity isn’t enough

    … users in the US, according to the Reuters Institute’s Digital News Report. So what was the main proposed solution discussed on the Boulevard de la Croisette? Perhaps unsurprisingly, one of the key takeaways was that the industry must improve advertising creative as a means of coping with the rising usage of ad-blocking tools. It’s not necessarily…

    Marketing Landin Display- 8 readers -
  • The 3 types of remarketing you should be trying

    … another method for getting customers to engage. If your content is showing up in your email marketing, on your website, in your social media account, and in the Google Display Network, you’re going to be in a good place. Giving your customers all the assets they need to make good use of your product/service will ensure they come back, so you can…

    Marketing Landin Display Google Retargeting- 18 readers -
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