How To Guides: Display Advertising

  • The 7 rules of respectful marketing

    … strong, plain-language privacy policies, and go publisher direct via private marketplaces where appropriate to reduce ad fraud. 4. Consider taking your programmatic in-house Many major brands are setting up in-house programmatic efforts to reduce costs, gain transparency into what they’re buying and keep control of their first-party data. It’s…

    Marketing Landin Display- 17 readers -
  • Publishers: Tell your users what they’re getting out of viewing ads

    … to the current subscription model. Until now, the media industry has functioned by providing supposedly free content while exposing consumers to some form of advertising. However, with consumers taking a stance against irrelevant or intrusive advertising, evidenced by the recent rise in the adoption of ad-blocking software, this traditional model…

    Marketing Landin Display- 14 readers -
  • Ad fraud detection: A guide for marketers

    …, especially for marketers new to display advertising. So we need to keep talking about it, even if it’s uncomfortable to acknowledge. Ad fraud is particularly important for marketers to understand. If you don’t detect and avoid fraud, it will poison all other areas of optimization: context (brand safety), viewability and performance. After all…

    Ratko Vidakovic/ Marketing Landin Display- 17 readers -
  • 4 reasons why digital context matters

    … often blind auctions and machines. The atomization of content via digitalization presents an unparalleled opportunity to achieve the Holy Grail of advertising: consistently delivering just the right message in just the right place (and, by extension, to the right person at the right time.) Marketers have long known that context matters and have…

    Peter Minnium/ Marketing Landin Display- 19 readers -
  • Why it’s more vital than ever to get display measurement right

    … and assigning weight accordingly enables cross-channel planning and optimization — something that is absolutely vital to engage with the modern consumer. Display advertising influences other channels This multichannel view also provides an understanding of the impact display activity has on other channels. Our data demonstrates that running display…

    Marketing Landin Display- 23 readers -
  • When is a native ad not native? Understanding it’s all about context

    … interruption contributes to ad blindness, ad avoidance, and ultimately, ad blocking. The stakes increase when advertising shares space in the news feed, so we need to get “native” right. The other side of context The way publishers roll out new ad units into their editorial feed is critically important. It turns out that throwing tons of new ad units…

    Marketing Landin Display- 26 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- 31 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- 18 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- 18 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- 21 readers -