Everything you need to know about display based advertising. Browse our most recent news stories and expert columns on trends in display advertising, including banner ads, pre-roll video ads, retargeting and remarketing. Refer to our library of How To Guides for marketers employing display advertising campaigns to make an impact with consumers online.

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IAB Study Looks At Programmatic’s Global Expansion Opportunities

iab-winterberry-hero-image-global While the United States has seen programmatic audience development -- the practice of automating digital advertising sales based on audience data -- surge over the past few years, publishers and ad tech companies are eying global markets for opportunity. A new survey and whitepaper from the Interactive Advertising Bureau and Winterberry Group looks at the developments and roadblocks of programmatic's expansion in markets around the world by US based companies. Nearly all of the large American publishers that participated in the survey (98.3 percent) are currently engaged in programm [...]


Marketing Soothsayers: It’s Time To Go ‘Native’ With Your Advertising

TheNativeHighway Recently, my company, The 614 Group, joined forces with content advertising leader OneSpot to conduct a study in which we surveyed almost 500 marketers during May and June about their native advertising intentions. Unsurprisingly, we discovered they have a significant interest in the emerging native advertising format, with 67 percent calling it "interesting and valuable," and 22 percent predicting that it is "where all online advertising is headed." Only nine percent labeled it "a fad soon to be forgotten." Powerful stuff. Deeper into the findings that we unearthed, we found even mo [...]


The Retargeting Trap: How Targeting Conversions Hurts ROI

display-ad-featured Data are wonderful things. Properly applied, data can provide insights into where to trim budget and where to increase it. Data will indicate what's working versus what's not, what's a signal versus what's an outlier. And, data help to determine the proper media mix for the overall campaign strategy. Data-driven, performance-based advertisers reviewing their online display metrics often find it easy to justify spend on retargeting. After all, it's very simple to see that retargeting is a big winner when it comes to display. But beware! There's a trap in that data. It's easy to increa [...]


6 Common Mistakes Of Acquisition Marketers

shutterstock_205698988-digging-treasure-prospecting New customers are the lifeblood of any business, and often the most expensive area of investment. Brands often build complex processes and campaigns to drive new interest, and measure it to the point of conversion. Yet, despite its importance and the extent of the investment, there are six errors that are repeated time and time again. 1. You Aren’t Really Buying Prospecting! When it comes to media buying, the problem of knowing what you are buying is an ongoing problem. Programmatic marketing is mostly provided as a black box solution, but because it performs well, it is increasing [...]


IAB Study Highlights Brand Awareness And Context For Native Ad Success

Native Ads Mockups From IAB Study As publishers make more in-feed (also known as in-stream or native ads) inventory available, the Interactive Advertising Bureau (IAB) and Edelman Berland conducted a study to look into what tends to make these ad campaigns successful. Many of the findings aren't particularly surprising, but the study reinforces the importance of context that advertisers need to consider when deciding what content to promote and where via native advertising. First, to clarify the types of ads that were analyzed in the study, the IAB says all sponsored content was presented as in-feed units, and did no [...]


Triggit Expands Dynamic Retargeting Beyond Facebook To Native Ads Across The Web

Triggit native ad retargeting on the web launches Facebook retargeting provider, Triggit, is branching out to give advertisers more scale and reach for the dynamic retargeting campaigns that have proven so effective on Facebook. Triggit is partnering with premium publishers to bring dynamic retargeting to news feed-style ad formats across the web. [caption id="attachment_91709" align="aligncenter" width="600"] Example of a Dynamic Native Retargarting Ad Served on Yahoo Tech, Provided by Triggit[/caption] Triggit declined to name specific partners already lined up for the beta, but says it is working with several large publishers as well [...]


DoubleClick Gains Viewable Impression Reporting With Google’s Active View Solution

shutterstock_151358642-paid-search Google received accreditation from the Media Rating Council (MRC) for its viewable impression measurement solution, Active View, last April. At the time, the company made clear it would be integrating viewabililty into its products for both publishers and advertisers. Last fall, Active View rolled out to the Google Display Network, allowing advertisers to buy ads based on viewable impressions rather than served impressions. Now, it's bringing Active View measurement to DoubleClick to give agencies, publishers and advertisers the ability "to evaluate and compare the viewability of impression [...]


ANA Launches Month-Long Study Of Bot Fraud With 30 Top Advertisers

online-internet-fraud-featured To better understand the extent to which bot fraud penetrates the digital advertising ecosystem and how to combat it, the Association of National Advertisers is embarking on a month-long study tracking the campaigns of 30 advertisers. The initiative is dubbed "The Marketers’ Coalition." The industry group has hired digital advertising security firm, White Ops, to track and monitor fraud instances throughout August via JavaScript tracking tags on participating advertisers' campaigns. The group will publish a report with insights and recommended actions in mid-October. The participating [...]


The Power Of Real-Time Display For Back-To-School

ecommerce-shopping-credit-600 While many schools have recently let students out for summer break, back-to-school (BTS) shopping is already top of mind for marketers. This season, eMarketer estimates about $50B will be spent on retail e-commerce sales, including a wide range of products and categories from apparel and electronics to school and office supplies. eMarketer's recent report explains that the main buying season for back-to-school shopping is July and August, as 96% of parents expect to have completed the majority of their purchases by the end of the summer. However, the data also reveal that most BTS pro [...]


Preparing For A Post-Banner World: What To Expect From Next Gen Ad Standards

display-ad-featured Standard ad formats are the backbone of the digital advertising industry, having driven the medium's growth from nil in the early 1990s to over $40 billion in 2013. They are essential to delivering the scale needed by national advertisers. The demands placed on digital ad standards have increased exponentially since their inception, fueled by the rapid increase in bandwidth, device proliferation, and user expectations. The next generation of standards must work for different ad types (e.g., brand vs. direct response) in a world where content is fluid across screens, while also being fle [...]


First Party To Whom? Display Targeting Data Demystified

shutterstock_120614257-cookies With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting "first party" prominently as a key buzzword in their positioning. Frequently, this is used in the context of "first-party data" and, in some cases, "operating in the first party" for online advertisements. This has led to a lot of confusion around the term "first party." Every advertiser wants it, but ad tech vendors are offering multiple, disparate solutions under the umbrella term "first party," when these solutions actually have very little in c [...]


The Three Pillars Of A Programmatic Strategy

Big Data In today's digital ecosystem, the programmatic paradigm is no longer a trend or a meme. It's very much a keystone of publishers' digital strategy. To that end, it's fair to say a good amount of ink -- print and digital -- has been expended to outline the virtues and benefits of programmatic for publishers. Just like any good strategy, so much has to do with the "what," "when" and "how" of your strategy's execution -- and not just the strategy itself. At The 614 Group, we believe there are three core pillars that are critical for publishers seeking to maximize revenue return on programma [...]


Google Launches CookieChoices Site To Help Publishers With EU Cookie Compliance

shutterstock_120614257-cookies Google has launched a new resource named CookieChoices to help publishers understand the European Union's cookie compliance regulations. Bill Hartzer was the first to spot this, noticing Google purchasing the domain a while back and now launching this content on the new domain the other day. The CookieChoices explains the EU requirements as follows: European laws require that digital publishers give visitors to their sites and apps information about their use of cookies and other forms of local storage. In many cases these laws also require that consent be obtained. This site is prod [...]


Media Ratings Council Greenlights New Viewable Ad Impression Metric For Video Ads

tv-video-featured After more than a year-long review process, the Media Rating Council (MRC) gave the go-head for the digital media industry to being transacting and measuring on viewable ad impressions for video ads. According to the MRC, the new viewable ad impression metric was created in a collaborative effort between the MRC and IAB's Emerging Innovations Task Force, and supported by a "substantial amount of research" and cross-industry input. From the announcement: The guidelines for viewable impressions state that 50 percent of pixels (whether video or display) must be in the viewable portion of a [...]


VIDEO + SLIDESHOW: Defining The Native Advertising Landscape

advertising_online The term "native advertising" has so rapidly become endemic in digital marketing circles that there’s been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new, uncharted territory, clarity and definition are called for. Native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effe [...]


Yahoo Enters Viewable Impression Market With Prime View

yahoo-purple-y-logo Yahoo's latest ad product allows advertisers to buy display ads on a viewable cost-per-impression basis -- brands pay only when their ads are visible on users' screens. The product, Yahoo Prime View is available for desktop display ad inventory on Yahoo sites and only in the U.S. at this time. According to a Yahoo spokesperson, Prime View relies on proprietary technology, and the viewable impressions methodology is accredited by the Media Rating Council (MRC). The digital advertising industry's moves toward using viewability as the basis for ad costs stems from concerns that advertis [...]


One Tech Stack To Rule Them All: Potential Programmatic Pitfalls

Programmatic Media Buying Agencies tend to pigeonhole programmatic vendors. Some vendors are used for specific goals such as prospecting, others for specific tactics (site retargeting, etc.), and still others for the third-party data they can provide. There’s a certain logic to the approach. It makes it easier for agencies to keep things simple. Every vendor gets a nice little line item in an Excel spreadsheet. Everything looks nice and neat. But just because sticking vendors into tidy little boxes makes things more straightforward for the agency, it doesn’t mean that’s the best approach. The proble [...]


Up Close @ SMX Advanced: Rethinking Retargeting

Rethinking Retargeting Session at SMX Advanced Retargeting is one of the most effective techniques in paid search and display advertising. The concept is straightforward. The site owner puts a piece of code on their site or on certain pages on their site. When a visitor lands on the page with the code, the visitor is “tagged” with a cookie. If the visitor then leaves the site, they may later see ads about the site so the site owner gets a second chance to convert the visitor. The reason retargeting is so effective is that with retargeting you only target users that have visited your site so they are already familiar with your bra [...]


Digital Is Digital Wherever It Appears: The Road To Total Convergence

shutterstock_132436751-fish-cannibal Believe it or not, there are many people who don't consume digital advertising in silos. While digital marketers are continuously trying to identify how and when an action on a certain device will turn into a conversion, consumers are jumping back and forth between mobile, desktop and tablet, taking their purchase path in different directions daily. Over the past year or so, digital marketers have been obsessed with the rise of mobile and the increase in purchase power of the mobile device. However, this tunnel vision thinking has quieted a powerful media trend: the rise of total media c [...]


AdRoll’s Desktop-To-Mobile Retargeting On Facebook Now Out Of Beta

adroll moble retargeting Today, retargeting platform AdRoll announced the full roll-out of its solution to execute cross-device retargeting campaigns in Facebook apps. Introduced in beta in February, the self-serve solution allows advertisers to retarget desktop visitors in Facebook's iOS and Android apps on smartphones and tablets to help re-engage past site visitors on their mobile devices. The solution supports Mobile News Feed ads and Mobile App-Install ads. AdRoll says early tests yielded click-through rates between one to three percent, cost-per-click from $0.20 to $1.00 and cost per installs that were as [...]


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