Targeting, optimization and creative are just a few of the topics tackled in Marketing Land’s Display Advertising column. We’ll also discuss media buying — ad networks, big publishers, real-time-bidding (RTB), retargeting and demand-side platforms (DSPs) — to help you get the best bang for your buck from your display dollars.

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Fun & Games: How To Win Big With In-Game Advertising

Google+Games The popularity of games has not been lost on the advertiser community. From a market opportunity perspective, the number of gamers worldwide is expected to surpass 1.2 billion by the end of this year, according to Newzoo's 2013 Global Games Market Report. What's more, the same report found that the global games market will reach $86.1B by 2016. This is a strong market for advertisers. Unlike other media, in-game advertising doesn't interrupt the viewer with an ad because players opt in to engage with placements and, when done well, the experience is woven into the game. While there are trem [...]

Why You May Need More Than One DSP

duplicate In a programmatic world, clients seem to be increasingly concerned about what they call “duplication,” or the overlap of inventory or audiences across multiple demand-side platforms. The fear is that the same ad will be served to the same user by two different DSPs, or worse yet, that the client is bidding against themselves for the same ad. Setting aside the fact that getting the same user to see the same ad multiple times has been the goal of advertising since the invention of movable type, reports of duplication, to paraphrase Mark Twain, have been greatly exaggerated. The definition [...]

Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]

Display Is The New Search: A Familiar Battle With Fraud

shutterstock_83575045-fraud Many industry insiders remember Google's 2006 AdWords addition of "invalid clicks" and "invalid clicks rate" metrics, which prompted insight into the volume of fraud affecting search. Fast forward nearly ten years later, and it might seem as if history is repeating itself all over again -- click fraud is invading display. In fact, fraud is an even larger concern today considering how much the Internet has grown in just a decade. With a never before seen volume of inventory at their disposal, fraudsters are employing search-era tactics to game the display system using fake clicks. Feeding T [...]

Understanding & Utilizing The Right Tactics For Your Display Campaign

attribute Since the beginning of advertising itself, attribution -- the science of measuring advertising effectiveness -- has challenged marketers. Digital advertising promised increased accountability, but the ability to measure every ad impression created a barrier of complexity for marketers looking to properly understand and evaluate their digital advertising investments. In our last article, we looked at the tremendous potential of real-time bidding (RTB) to drive search-like efficiency for display advertising. But effectively managing this investment requires a clear understanding of which part [...]

The Consumer’s View Of A Programmatic World

Chango - programmatic future I have written a lot about what Big Data and Programmatic Marketing really mean (as well as what they do not). As marketers, we spend a lot of our time thinking about how these innovations will impact our world. But what about the person on the street? How will their world change -- and is it for the better or for the worse? (If you are newer to the topic, I suggest you start with “The Real State of Programmatic Marketing” and “Why Do Big Data & Programmatic Marketing Actually Matter?,” and then come back here.) A Typical Programmatic Day Let's start with Bailey, whose day we [...]

AOL’s “Programmatic Upfront” — Still An Oxymoron

aol-logo-3 Programmatic upfront? AOL's much-ballyhooed event at New York's Advertising Week was positioned to provoke. Upfronts are ginormous, splashy, boozy, star-studded, A-list, steak, lobster and caviar TV blowouts for advertisers, not digital media buyers. It's where broadcasters preview the next season's programming. (And, as a Starcomm executive mentioned before AOL's event kicked off, "We've always had an opportunity to see AOL's premium inventory in advance.") Programmatic buying -- real-time, automated bidding for ad inventory, is the opposite of carefully negotiated premium display adver [...]

For Certified Pre-Owned Vehicles, 2014 Is The Year Of Digital Display

Image Courtesy of Vantage Local A significant opportunity exists for automotive dealerships and digital agencies to capitalize on an explosive market for certified pre-owned (CPO) vehicle sales in 2014. This growth will be driven by a rapidly growing supply of vehicles coming off-lease that make up the majority of CPO vehicles. [caption id="attachment_59693" align="aligncenter" width="390"] Image Courtesy of Vantage Local[/caption] The rise in CPO inventory in 2014 will be accompanied by increased manufacturer support for co-op reimbursements for digital marketing efforts, to include digital display. As such, an immens [...]

About That Data: Acxiom’s Experiment in Transparency Reveals How Data Can Get Stuck in a Time Warp

Roach Motel is a trademarked term owned by the Black Flag insecticide brand. I learned something about myself recently that I didn't know before. Apparently, I am a mother. This came as a complete shock to me. But according to Acxiom's foray into data transparency,, I am the proud parent of one child. And I'm a pretty scrappy and stylish single parent, too -- seeing as I only make $40K a year, but I drive around in an Infiniti convertible. Looking at these data, it makes sense that I constantly get advertisements for baby products, degree programs and golf clubs. In reality, I'm a decently paid, college-educated, childless woman that drives an SUV a [...]

The Keys To A Successful Holiday Season: Data And Retargeting

3-strategies-to-prepare-for-the-holidays_articles_01 While some may think it's too early to be saying, "'Tis the season," advertisers disagree, as they are busy gearing up for the holidays. According to Google's Consumer Survey, 30% of holiday shoppers start their holiday shopping before Halloween, and nearly half of them plan to purchase gifts online. Today's shoppers utilize various online and in-store channels to browse and purchase. Research conducted by Dimensional Research suggests that a majority of consumers visit a store based on an online experience, and oftentimes engage in "showrooming," wherein they research products via their smar [...]

5 Common Myths About Real-Time Bidding

shutterstock_48518404-medusa As with any emerging technology, there are always bound to be myths that circulate, often due to misunderstandings. Even if they do happen to have a hint of truth to them, they can often misrepresent reality by taking exceptions and presenting them as rules. Other times, people might take a vendor's approach to a certain technology and draw general conclusions about that technology. In this article, I plan to touch on five common myths that I come across in discussions about real-time bidding (RTB). Myth #1: The RTB Market Contains Only Low Quality Inventory There have been cases wher [...]

For Twitter Retargeting, Communication Is Key

Mars-Curiosity-Twitter-Bio-600x368 This past July, Twitter followed in Facebook's footsteps with the announcement of retargeting. In a company blog post, Twitter said that they would begin experimenting with a way to make ads on Twitter more useful to its users in the United States by displaying promoted content from brands and businesses users have shown interest in. They went on to say that users won't necessarily see more ads on Twitter, but they may see better ones. While the overall premise of retargeting -- which focuses on serving relevant ads to consumers based on online behaviors -- remains the same, retargeting on [...]

Why There’s More To DMPs Than You Ever Thought!

article 2 [caption id="attachment_58515" align="alignright" width="300"] Image courtesy Chango[/caption] There's no question that data management is the new "it" concept. It's become impossible to go to an industry event without talking about it (or "big data"). And yet, the abbreviation DMP (Data Management Platform) is often tossed around as though all DMPs are the same. In fact, there are at least two distinct types of DMPs, and, while they have some level of overlap, their feature sets are ultimately driven by two distinct customer types: the marketer and the publisher. DMPs And Marketers [...]

The Hidden Secrets To Improving Attribution Models

[caption id="attachment_58318" align="alignright" width="300"] Image via Shutterstock[/caption] Attribution is one of the most heavily discussed and debated topics among digital marketers. Interestingly, a recent study conducted by eConsultancy found that only 54 percent of companies are yet using any form of marketing attribution. The reasons for this vary, and they range from staffing to cost to time. Add to that the complexities of attribution, which have multiplied with the growing number of customer touch points. Today's customer journey now spans multiple devices and marketing cha [...]

Honk if You Love Gravy: What Auto Dealership Display Strategies Are Missing

vantage_local_honk_if_you_love_gravy Local automotive dealerships are well aware of the need to promote sales with digital display advertising -- after all, new and used car sales are high ROI profit centers. However, dealerships tend to overlook digital display opportunities for three other significant profit centers which are ripe for promotion: Service, Parts, and Collision & Repair. [caption id="attachment_56905" align="aligncenter" width="507"] Image courtesy of Vantage Local[/caption] While display efforts aimed at increasing sales of new and used vehicles are important, car sales constitute but one component of a [...]

Fair Catch: Using Unstructured Data To Reach The Fantasy Football Player

According to market research firm Ipsos, 25.8 million people will play fantasy football this year. With a reach that size, it's no wonder that brand marketers continue to invest in sponsorships and media surrounding the major fantasy football platforms such as ESPN, CBS, the NFL or Yahoo. [caption id="attachment_56189" align="alignright" width="300"] Image via Shutterstock[/caption] In a recent Advertising Age article, Fantasy Football Players Are a Dream Demographic -- If You Can Get Their Attention, we learn that it's not just the reach that attracts the advertisers -- it's the attrac [...]

Defining Premium Inventory In Today’s Evolving Display Ad Marketplace

How Publishers Segment Ad Sales Almost every discussion about online display advertising will, at some point, revolve around defining “premium inventory". Yet, despite its prevalence as a point of discussion, there is little consensus on what “premium” actually means. It is assumed, based on the chosen language, that premium is simply more valuable, both to the advertiser and the publisher. However, this begs the question: What makes inventory more valuable? The answer to that depends on whether you are the advertiser or the publisher. If you are the advertiser, it also depends on your specific campaign goals. B [...]

3 Essential Secrets To Becoming A Programmatic-Savvy CMO

Big Data It's hard to get away from the terms "programmatic marketing" and "big data" these days. But what does today's CMO really to need to know to be "in the know"? 1. What Big Data & Programmatic Marketing Actually Mean & What They Don't For me, the concept of big data is the most misleading. Marketers have been using big data in their marketing since marketing began -- just ask Sears, Amex or Walmart (or Tesco, for our UK readers) about the massive wealth of data they have on almost every consumer and what they do with that data. [caption id="attachment_55560" align="alignright" width [...]

Debunking Viewability Myths As Display Moves Toward This New Metric

display-ad-viewability_reference Once your brand strategy is in place, there is nothing more critical and basic than making sure that potential customers see your ads. This is why the viewability debate has created such a furor among marketers, agencies, and the industry as a whole. There has been a massive increase in display advertising over the past few years -- and if you include display ads on tablets and smartphones, growth is likely to continue unabated. What is driving this growth? Data and real-time exchanges. Data and real-time bidding launched search and turned Google into today's industry leader. Back then [...]

Advertising Has a Banking-Industry-Size Fraud Problem

vantage_local_battles_display_fraud Local advertisers are more susceptible than ever to deceptive digital agency practices. The metric commonly used to gauge success in local display advertising today, click-through rate (CTR), can be easily manipulated to provide the illusion of success, leading local advertisers to believe that their campaign is performing well. Unfortunately, the selective manner in which many agencies restrict reporting transparency prevents investigation by the advertiser and does not allow for true optimization. Financial Engineering Fraudsters A common tactic used by some of the largest local online [...]

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