How To Guides: Display Advertising

    • 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 -
  • 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 -
  • 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 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: Subscribe to the GE Channel: GE works on things that matter. The best people and the best technologies taking on the toughest challenges.

    Marketing Land- 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 for more information. CONNECT WITH US Facebook: Twitter: Instagram: Vine: https://vine.

    Marketing Land- 11 readers -
  • The path to programmatic peace

    … Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer report. Also notable is the quick growth of programmatic advertising in video and mobile. Yet some serious questions remain about just how mature the programmatic market is and what its ultimate growth potential…

    Marketing Landin Display- 11 readers -
  • Buying display media in advance or in real-time: What you need to know

    Online display marketing is confusing. It’s a never-ending list of platforms, funnels, features, acronyms and measurements to get your head around. To make matters more complicated, a new type of buying has risen in the past decade that lets you purchase ad space in real-time: programmatic buying.

    Marketing Land- 14 readers -
  • Why the digital advertising ecosystem loves native

    … that are created especially to fit contextually as closely as possible to the content around them. These days, that’s often represented through articles, infographics and so on, but it can also come in the form of ads in social network feeds like Facebook. Regardless of how you define native advertising, here is how it’s a win for consumers, publishers…

    Marketing Landin Display- 13 readers -
  • Bubble, bubble, toil and trouble: Tough times ahead in digital

    … as a matter of course. ROI plummets, and marketers actually load up more on the same strategy to combat those declines. Rinse. Repeat. That moment of reckoning is imminent in digital marketing. It’s repeating a cycle that dates back to the earliest days of traveling salesmen. Think of those “No solicitors” signs on gates and doors as an early version…

    Marketing Landin Display- 13 readers -