How To Guides: Display Advertising

  • Storytelling for action: Why brands need to tell a complete story

    The sole predictive factor for the success of Super Bowl ads is the degree to which they tell a complete story. So concluded marketing professors Keith Quesenberry and Michael Coolsen, based on their two-year study published in the “Journal of Marketing Theory and Practice.” While this is a reassuring affirmation of the power of narrative in a marketing setting, it begs the ...

    Peter Minnium/ Marketing Land- 15 readers -
  • The 7 rules of respectful marketing

    Consumers are in open rebellion about how they’re disrespectfully treated by your marketing. Millions now use ad blockers to escape the relentless barrage of online ads, resulting in 32 percent of global page views being impacted by ad blocking. And the rest don’t need an ad blocker because they’re conditioned to ignore the ad.

    Marketing Land- 22 readers -
  • Publishers: Tell your users what they’re getting out of viewing ads

    … the influence of third-party platforms on the publisher-reader relationship. With these concerns mounting, how can publishers reclaim control over their inventory while building more robust direct relationships with their readers? Engaging with audiences With publishers continually looking for new ways to engage their audience, innovative platforms…

    Marketing Landin Display- 15 readers -
  • Ad fraud detection: A guide for marketers

    … might reveal some trickery. That’s why some marketers only target lists of “premium” sites: to reduce their chances of being exposed to fraud. Recognizing diversionary tactics In many cases, marketers rely on external partners like agencies and ad tech vendors to help manage their display advertising. In such cases, learning how to detect nonsense…

    Ratko Vidakovic/ Marketing Landin Display- 20 readers -
  • 4 reasons why digital context matters

    … Peter Minnium is President of Ipsos Connect, where he leads the US team in helping companies measure and amplify how media, brands, and consumers connect through compelling content and great communications. Prior to his switch to market research, Peter was Head of Brand Initiatives at the IAB focused on addressing the under-representation of creative brand advertising online. …

    Peter Minnium/ Marketing Landin Display- 20 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- 23 readers -