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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Creating Fatigue-Proof Retargeting Ads

ads Web surfers aren't going to engage with the same dreary creative displayed over and over again. This makes it key to vary your message, pursue a theme, or even tell a story with multiple creative units, especially if impression frequency per user is more than a couple times a day. As there are many elements to consider, it will likely take a few attempts and/or iterations before finding winning ads. In this article, I'll provide several pointers on how to create fatigue-proof ad creative. 1. Use Relevant Keywords And/Or Relevant Themes This point seems obvious but is often overlooked. Con [...]


Programmatic Dominates Our Top 10 Display Advertising Columns For 2013

ml_disp_adv What was on the minds of Display Advertisers in 2013? RTB? DSPs? DMPs? Indeed, it was all of these acronyms, which you can clearly see from looking at our list of top 10 columns for the year. (By the way, those stand for real-time bidding, demand-side platforms and data management platforms -- all aspects of the increasingly popular programmatic media buying landscape.) Our generous contributor Ratko Vidakovic hit it out of the park with a guide to moving beyond AdWords to Demand-Side Platforms, and with so many other columns covering this emerging area of the display ad landscape. Thanks [...]


How Ad Retargeting Ruined Christmas

sad-dogs-christmas-featured Forget the Grinch that stole Christmas. This year, maybe it's ad retargeting that's stealing Christmas, at least the surprise of what people are going to receive. Certainly in my household, a new war on the Christmas surprise has been declared. Advertisers taking advantage of "retargeting" -- a way to follow visitors around with ads -- are making life difficult for our number one gift giver, my wife. "Everything I'm buying for Christmas, it's showing up in ads," she complained to me this week. That's a problem because our kids are often using her computer. You don't want them seeing what [...]


Rosy Outlook For Digital Publishers: Q3 Ad Revenues Climb 18 Percent In The UK

association of online publishers UK Spurred in part by the rise of digital video advertising, online publishers are seeing the highest rates of growth since early 2010 in the UK. Digital advertising revenues rose 18 percent year-over-year in the third quarter of 2013. That's according to a new report from consulting firm Deloitte and the UK's Association of Online Publishers (AOP). The large majority -- 85 percent -- of publishers surveyed in the AOP Digital Publishers Revenue Index Report said they had positive digital advertising growth in Q3 of this year. Half of newspaper publishers reported digital ad growth exceeding 3 [...]


Yahoo Expands Programmatic Capabilities With New DSP Partnerships

yahoo-purple-y-logo Today, Yahoo announced it is expanding access to new programmatic buying capabilities for its display inventory. MediaMath, DoubleClick Bid Manager and The Trade Desk, Inc. are joining as launch partners to give advertisers self serve access to guaranteed ad inventory on Yahoo sites such as Yahoo Finance, Yahoo News and Yahoo Sports. Advertisers will also have access to non-guaranteed inventory through the DSP partners. Several agency partners are already integrate with Yahoo Programmatic Guaranteed, including Accuen, Amnet, Magna Global, Merkle and Neo@Ogilvy. Greg Williams, Co-Found [...]


New Bing Ads Solution Center At Search Engine Land

bing-2013-logo-featured We are pleased to announce the launch of the Bing Ads Solutions Center, a resource for digital marketers and search advertisers, in collaboration with Bing Ads. The Bing Ad Solutions Center provides a range of resources – from news articles to whitepapers, videos and webinars – that are geared toward digital marketers. Special attention is given to both the Small to Medium Businesses (SMBs) as well as specific vertical industries, including Technology & Telecommunications, Financial Services, Automotive, Travel, and Healthcare & Wellness. We invite you to check out the in-dep [...]


Survey: 3 Out Of 4 Consumers Now Notice Retargeted Ads

retargeting-spying-binoculars-featured The curtain has been lifted. Consumers are overwhelmingly aware they are being tracked and advertised to by retailers whose sites they've visited. A new survey from Marketing Land and SurveyMonkey finds this and other interesting insights on how consumers view site retargeting. As behavioral targeting comes of age with ever more ways to target consumers based on actions they've taken online, it's not surprising more consumers are becoming savvy about being retargeted on Facebook and the web at large. The level of awareness may surprise you, though. The survey, which focused on site r [...]


Google AdSense Now Enables Publishers To Set Custom Ad Sizes

google-adsense-logo Google has announced a new feature that makes it possible for publishers using AdSense to create their own custom ad sizes. The custom sizes are applicable to both text and display ads. Google will determine the number of text ads that appear in an ad unit, and may change the results for a given impression. According to the announcement, the Google "system predicts the value of each competing ad for every impression, based on historic performance and comparison across a variety of scenarios." With display ads, the Google system determines the appropriate ad size to fit in the space selec [...]


Auto-Generated Vs. Pro-Designed Display Ads: How Much Does Creative Matter?

display-ad-here-featured Can auto-generated, template-based display ads perform as well as professionally designed ads? That's the basis of  a new test by Dispop, a self-serve display platform that enables advertisers to crowdsource display ad creative from graphic designers. The company wanted to see how an ad created by a designer in its network would do compared to a Google Ready Image ad. Google rolled out Google Ready Image Ads in AdWords at the end of September this year. Advertisers enter a URL to get auto-generated display ads built based on images from their websites. It's an easy to use feature for small [...]


Google Tests Social Ads, Turns Google+ Posts Into Display Ads To Show Across The Web

google +post ads Today, Google introduced a type of promoted post in Google+ that allows brands to turn their social content into ads that are distributed on the Google Display Network. Toyota USA, Cadbury UK and RITZ crackers are among the test partners participating in the closed beta. Brands can take content posted on Google+ and turn photos, videos and even Hangouts into display ads. Rather than have the ads served only within the Google+ context -- as with social ads on other networks such as Facebook and Twitter -- advertisers can distribute their social content across the web through Google's Display [...]


5 Ways To Evaluate The Quality Of Audience Data

target-audience-featured The fundamental evolution in display advertising, ushered in by real-time bidding (RTB) technology, is the concept of buying audiences as opposed to just inventory. We used to buy "audiences" by guessing about the characteristics of the visitors to a particular site or type of site. Now, one can pick and choose individuals by their characteristics regardless of where they happen to be on the web. Buying audiences requires that your ad platform have access to targeting data while making split-second decisions about which impressions to buy. Armed with audience data, you can target ad viewers [...]


Twitter Launches Ad Retargeting: “Tailored Audiences” Bring Retargeting To Mobile

twitter-retargeting-arrows-featured Today Twitter announced the global roll-out of Tailored Audiences, the targeting capability the company began testing in beta in July. Tailored Audiences gives Twitter a retargeting product and more. As with Facebook, advertisers can use first party data to retarget their own site visitors, or tap into third party data to reach new custom audiences. Twitter is launching Tailored Audiences with ten vendor partners: Adara, AdRoll, BlueKai, Chango, DataXu, Dstillery, Lotame, Quantcast, ValueClick, and [x+1]. Advertisers must work with one of those vendors to buy on the exchange. Beta tester [...]


3 Ways Marketers Can #Win With Twitter’s New Tailored Audiences

Chango_Twitter03 Today, Twitter and several platform providers announced the official launch of Tailored Audiences, giving marketers the ability to target individuals using their own first-party data and any third-party data. Until now, Twitter's advertising solutions were based solely on the data they had about their users. Facebook took a similar step to open their inventory to external data with the creation of the Facebook Exchange, a move that brought them a rush of new ad dollars. Tailored Audiences is about giving the marketer the ability to decide who to target based on external data, and it is bou [...]


Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles

facebook-exchange-featured Cyber Monday's performance on Facebook Exchange (FBX) sure looked a lot different from a year ago when Facebook's retargeting platform ushered in its first holiday season. FBX partner Triggit released year-over-year data showing performance increases across the board for its advertiser set. In 2012, most advertisers were still testing the FBX retargeting platform with relatively small budgets. This year, Triggit saw advertisers increase spend on FBX by 51 percent on Cyber Monday compared with the same day last year. Conversion rates rose 34 percent year-over-year on Cyber Monday. Click-t [...]


10 Things RTB Buyers Can Learn From SEM Veterans

teaching-learning Paid search and RTB are fairly similar online marketing channels -- each involves bidding on ad inventory in an auction-based model. But, whereas paid search has long been a staple of the Internet Marketing mix, RTB is a relative newcomer, having only gained significant traction in the last few years. As a result, most RTB buyers are basically "rookies" in their profession. If you have more than three years of experience in RTB, you're about as proficient as they come. In paid search, on the other hand, three yeas of experience would make you a knowledgeable yet junior marketer. They say [...]


The Power Of Integration: Best Practices For Combining Customer Relations Data & Your Media Buy

Data Integration Magnetic With the incredible amount of data available these days, plenty of brands have figured out how to gather, mine and utilize it to engage with consumers. According to a McKinsey report, 15 out of 17 industry sectors in the U.S. have more data stored, per company, than the U.S. Library of Congress. However, there are few companies that have figured out how to successfully integrate their customer relationship management (CRM) data with the most basic campaign metrics, such as impression clicks and conversion rates. This isn't an easy task -- measuring reach and frequency across your media b [...]


Mobile Anchor Ads Now Rolling Out For Google AdSense Publishers

Google AdSense Mobile Anchor Ads Google is introducing  mobile anchor ads for AdSense publishers to help monetize mobile traffic. The ads are 320x50 banners that appear at the bottom of a users' smartphone screen. The ads remain anchored as the user scrolls up or down. Rather than clicking an "X" icon in the upper right corner as with most other mobile anchor banners, users dismiss the AdSense ads by swiping left or right on the ad. There are arrow icons on either side of the ad, but it's unclear how intuitive it will be for users to swipe if they want to remove an ad. If users do dismiss an ad, it won't appear again u [...]


Google Quietly Debuts Viewable Impression CPM Bidding In AdWords

Google Logo - basic featured In August, Google announced that it had received MRC accreditation for its Active View product to measure impressions by viewability. The company then stated that it would be building in viewable impressions bidding into all of its display ad targeting products. In a significant move (curiously made without fanfare) Google has now rolled out CPM bidding by viewable impression in AdWords. Kim Clinkunbroomer, partner, executive vice president paid search at Philly Marketing Labs, noticed the new bidding option this week. The option is available to all campaigns running on the Google Display N [...]


Report: Ask.com Beats Google, Bing & Yahoo When Measuring Online Ad CTRs

Chitika logo Nov 2013 After analyzing ad click and traffic trends over the course of ten days last month, online ad network Chitika discovered Google had the lowest online ad CTR when compared to Ask.com, Bing and Yahoo. Chitika used a sample of tens of millions of online ad impressions between October 1 and October 10 to evaluate online ad click-through rates by referring domains. According to the report, Google's online ad CTR amounted to only 17 percent of Ask.com's CTR when it came to referring domains. Yahoo and Bing also followed Ask.com, averaging 28 percent each. "We observed Ask.com referred visitors [...]


Yahoo Rolls Out New HD Image Ads

yahoo-purple-y-logo Yahoo launched new Image Ads today, giving advertisers the opportunity to leverage HD images in photo slideshows and image-rich environments for multiple Yahoo properties, including Yahoo Sports, omg!, Yahoo Music, and Yahoo TV. According to the announcement, the new ad formats can be viewed on both desktops and mobile devices, adapting any screen size. Yahoo claims: These new ads deliver high-quality brand images that are as engaging as the surrounding content, bringing the beautiful full-page ads you might expect from a favorite magazine to the digital world.  Yahoo says FIAT, Sony [...]


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