How To Guides: Display Advertising

    • 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- 13 readers -
    • The truth about transparency in digital advertising

      Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them. My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of Na ...

      Andrew Waber/ Marketing Land- 12 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 -
  • 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- 9 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 -
  • Keep it simple: 10 digital brand metrics that matter

    … Chartbeat reported similar results, saying that when visitors “read more … they’re more apt to recall the brand that advertises next to that content.” These first two metrics reveal how many chances an ad has to do its job. Marketers must also measure if an ad can break through the digital advertising clutter, if the viewer can recall it and if it’s…

    Peter Minnium/ Marketing Landin Display- 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 -
  • 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 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 Landin Display- 10 readers -
  • “I love advertising,” said no one ever

    DIRECTV customers have the power to turn back time with our newest 72 hour rewind feature on Set Top Box! Visit http://goo.gl/C8iRII for more information. CONNECT WITH US Facebook: http://www.facebook.com/directv Twitter: http://twitter.com/directv Instagram: http://instagram.com/directv Vine: https://vine.

    Marketing Landin Display- 11 readers -