How To Guides: Display Advertising

  • 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

    … to demonstrate honest incremental value allows marketers to not only demonstrate ROI, but also to potentially: reallocate budget. reactivate channels and/or campaigns. implement cross-channel learnings. create a story across the channels that have the highest crossover. Ultimately, you cannot manage display advertising without knowing how to measure…

    Marketing Landin Display- 20 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- 25 readers -
  • Are you grateful for digital? Part 2: Q&A

    … Wunderman, Director at Pebble Post (my employer), how she feels. Wunderman is a seasoned marketing professional with over 30 years’ experience in direct marketing, database marketing, communications, consulting and general management. Turns out, she has some strong opinions herself, and she shared her insights below: Q: Are you grateful for digital…

    Marketing Landin Display- 24 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

    …. Relieved, he hurries to the local and asks, “How do I get to Augusta?” The farmer, after sizing the man up, responds laconically, “Well, I wouldn’t start from here.” It is imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter. Yes, technology incited an explosion of content…

    Peter Minnium/ Marketing Landin Display- 18 readers -
  • Where does your programmatic spend go?

    … like to show you how a typical spend is converted into media inventory. I hope this will be a useful insight into an area of advertising that has for too long been opaque. I also hope it will provide some balance to an ongoing media narrative about the wastefulness of programmatic, which, for all of its issues, offers advertisers so much more than…

    Marketing Landin Display- 16 readers -
  • Are you grateful for digital?

    … to buy the thing from us, and we’re not putting enough thought into their overall experience. It’s not that we don’t have manners. It’s because we need our message to that consumer to stand out on a page or device filled with engaging content and advertising. Today’s internet leaves us few options. How else are we supposed to get them to buy…

    Marketing Landin Display- 15 readers -