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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Jul 30, 2014 at 3:49pm ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising: Programmatic Media Buying | Top News
Jul 30, 2014 at 11:00am ET by Rob Rasko
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Native Advertising
Jul 28, 2014 at 9:07am ET by Susan Esparza
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Retargeting & Remarketing
Jul 23, 2014 at 10:30am ET by Dax Hamman
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 [...]
Related Topics: Analytics | Channel: Display Advertising | Display Advertising | Display Advertising Column | Display Advertising: Programmatic Media Buying
Jul 22, 2014 at 3:40pm ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Native Advertising | Top News
Jul 18, 2014 at 8:37am ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Native Advertising | Retargeting & Remarketing | Top News
Jul 15, 2014 at 1:11pm ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Google | Google: Display Advertising
Jul 14, 2014 at 12:08pm ET by Ginny Marvin
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 participating [...]
Related Topics: Channel: Display Advertising | Statistics: Online Advertising | Top News
Jul 14, 2014 at 9:50am ET by James Green
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Display Advertising: Programmatic Media Buying
Jul 9, 2014 at 10:15am ET by Peter Minnium
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column
Jul 7, 2014 at 9:40am ET by Susan Esparza
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Display Advertising: Programmatic Media Buying | Retargeting & Remarketing
Jul 2, 2014 at 9:15am ET by Rob Rasko
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Display Advertising: Programmatic Media Buying
Jul 1, 2014 at 9:13am ET by Barry Schwartz
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:
This site is prod [...]
Related Topics: Channel: Display Advertising | Google: AdSense | Google: AdWords | Google: Legal | Google: Marketing | Legal: General
Jun 30, 2014 at 4:18pm ET by Amy Gesenhues
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Internet Marketing Industry
Jun 30, 2014 at 11:57am ET by Marketing Land
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 [...]
Related Topics: Channel: Display Advertising | Internet Marketing Industry: Search Marketing Expo - SMX | Native Advertising
Jun 25, 2014 at 2:23pm ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Top News | Yahoo | Yahoo: Advertising
Jun 18, 2014 at 9:00am ET by Dax Hamman
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Display Advertising Column | Display Advertising: Programmatic Media Buying | How To Guides: Display Advertising | Internet Marketing | Internet Marketing Industry | Internet Marketing Industry: Acquisitions
Jun 16, 2014 at 11:59am ET by Christine Churchill
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 [...]
Related Topics: Channel: Display Advertising | Features & Analysis | Internet Marketing Industry: Search Marketing Expo - SMX | Retargeting & Remarketing | Search Marketing
Jun 16, 2014 at 10:00am ET by James Green
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 [...]
Related Topics: Channel: Display Advertising | Conversion Rate Optimization | Display Advertising Column | Internet Marketing | Mobile Marketing
Jun 12, 2014 at 1:10pm ET by Ginny Marvin
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 [...]
Related Topics: Channel: Display Advertising | Display Advertising | Retargeting & Remarketing | Social Media Marketing | Social Media Marketing: Advertising