Category: Display Advertising Column

The five facets of media

The five facets of media

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I recently overheard a conversation amongst a group of interns tasked with mapping the new media landscape: “Uber is clearly a medium, not a service!” argued one eager participant. “It’s a platform that mediates interactions between users; if Facebook and Google are media companies, then so is Uber!” When I started in the advertising industry, […]

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Native isn’t display. Stop treating it like it is.

Native isn’t display. Stop treating it like it is.

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With consumers installing ad blockers and now browser companies following suit, not to mention ad fraud, domain spoofing, lack of viewability and disastrously poor brand-safety measures as a further body of evidence, let’s be honest with ourselves. Mistakes were made in the first decade of the programmatic revolution. Don’t get me wrong — I’m an […]

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Brands strive for authenticity as audiences turn a skeptical eye toward ads

Brands strive for authenticity as audiences turn a skeptical eye toward ads

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Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses. The figures are even more dramatic in the US, where a mere 48 percent are similarly trusting, down from 58 percent in 2017. Brands clearly need to re-evaluate their messaging strategies if they […]

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The price is right? Let the data answer that

The price is right? Let the data answer that

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Programmatic audience targeting has increasingly become table stakes and today provides fewer performance increases than in years past. There are plenty of vendors providing competitive (and increasingly comparable) ways to target consumers based on the data available through third-party exchanges. After years of innovation, audience targeting is reaching a new level of maturity, and marketers […]

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Why are marketers talking about taking agency services in-house?

Why are marketers talking about taking agency services in-house?

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Late last year, the Association of National Advertisers reported that some 35% of marketers have already brought programmatic in-house, a dramatic increase from the 14% reported in 2016. And that’s just a start. Marketers have their eyes on a host of services once outsourced to their agencies: social media marketing, data management, strategic planning, message […]

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10 tips to stay ahead in digital advertising

10 tips to stay ahead in digital advertising

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When I first started in advertising, change was incremental, and so was learning. Staying current meant keeping up with the newest ways to use technologies and media that were already staunchly embedded in the consumer experience. Twenty years later, lured by the dynamism of the digital advertising revolution and its promise to reach consumers more […]

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Our top 10 display advertising columns for 2017

Our top 10 display advertising columns for 2017

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One of the hottest topics of discussion in 2017’s display advertising arena is speculation about what will happen next year, specifically February 15 of next year, when Google plans to release a version of its Chrome browser with ad-blocking features baked in. The feature targets “annoying” and “intrusive” ads only, but exactly what that means remains […]

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How to integrate display with search and video

How to integrate display with search and video

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This is for all you GDN (Google Display Network) displayers out there. I repeat, this is just for GDN display advertising and how you can use data from AdWords and YouTube to improve your targeting. Read on if that sounds good. Audience data is key to a good PPC (pay-per-click) strategy, and it can be […]

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