Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message.

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 [...]


Rakuten’s Quarterly Report Shows Growth On All Fronts, With Mobile Commerce Up 87%

rakuten-r-logo Based on its 2014 2Q results, Rakuten Marketing has experienced year-over-year growth on all fronts, including mobile, search and affiliate marketing. The company reported mobile phone orders in its affiliate channel have increased 87 percent in the US. Rakuten also saw international mobile commerce growth, with the UK up 117 percent, Canada 197 percent, Japan 32 percent, and Australia 28 percent. Rakuten claims tablet orders increased 21 percent in the US, 37 percent in the UK, 157 percent in Canada and 55 percent in Japan. According to the report, Rakuten's search side of busine [...]


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 [...]


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 [...]


‘Sponsored’ Brings Suspicion: Report Shows Paid Posts Have A Reputation Problem

Native-Thoughts While native advertising has been the hot topic over the past year, it turns out that this ad type may be leaving users feeling burned. Contently, a content creation company, took a deep dive into how native advertising is perceived by audiences. The short answer -- not well. A survey was implemented between users 18-65 that was administered online. The first finding was that "sponsored content" came with a very wide array of thoughts as to what it is. While 48.2% of respondents believed that the sponsor paid for and influenced the article, another 20% believed that the news site wro [...]


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 Future Of Paid Search (From A Data Perspective)

future-computer-woman-shutterstock Over the past five years, the media buying world has changed dramatically. The incredible advances in adTech (Advertising Technology) and consumer electronics have opened up the doors for never-before-seen targeting and measurement capabilities. Especially in the field of programmatic and audience-based buying, we have made progress at a rate that has even outpaced consumer behavior. As I've mentioned previously, we know more about our consumers today than we can leverage without creeping them out. So how has this inside knowledge changed marketers' online ad-buying behavior? Histor [...]


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 [...]


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 [...]


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 [...]


By 2016, Oreo’s Parent Company Will Spend Half Its Marketing Budget On Digital, Betting Big On Video

Mondelez Brands As it looks to reach consumers beyond the living room to all devices, Mondelez International, the parent company of Oreo, Cadbury, Chips Ahoy, Ritz, Triscuit and dozens of other snack brands, is boldly turning to digital video. In a deal announced this week, the company will rely on TubeMogul's software to plan, buy and serve digital video ads programmatically. The investment in digital video marks a dramatic shift for the international giant and signals digital video's coming of age. Ivelisse Roche, associate director for global media and consumer engagement at Mondelez, told Adweek tha [...]


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 [...]


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 [...]


Criteo’s Overhauled Prediction Engine Now Factors Actual Conversions, Not Just Clicks

Criteo Personalized display advertising firm, Criteo, today announced a major update of its prediction engine, three years in the making. The Criteo Engine has been retooled to automate impression bidding based on the likelihood that a user will both click on an ad and make a purchase. Up to now, bidding was based on click predictions. Criteo says the engine's ability to close the prediction loop through to purchase has lifted sales volumes 38 percent while maintaining a stable cost-of-sale in A/B testing across billions of impressions and millions of users and clicks. "We've solved a lot hard [...]


Is The Opposite Of A Viewable Display Ad…‘Unviewable’?

NYTimes_Dell_native_ad_screenshot Out-of-view ads are the black sheep of the ad-tech industry. Long considered wasteful, inefficient, and ineffective, they have been relegated to the flotsam and jetsam on the water's edge of advertising. But does that have to be an accepted "meme"? Maybe not. Every toddler learns absolutes: the opposite of up is down, and the opposite of more is less. And so on. But, is the opposite of a viewable ad an "unviewable ad"? No. First of all, it's perfectly understandable why digital stakeholders would look askance at unviewable inventory. Why wouldn't they? Who wants to pay for an ad [...]


AdSense Gets Two New Large Format Ad Sizes

adsense-ad-sizes-new Boasting larger real estate, Google's newest ad units for AdSense, introduced today, are meant to showcase rich ad creatives.  The ad units are 970 x 250 Billboard and 300 x 1050 Portrait. Due to their size, publishers can place just one of these units per page. While they are designed to house rich media ads, both of the new units can accommodate standard text ads as well as image ads. As with other ad units, smaller-sized image ads may appear in within these new ad units to increase competition in the auction. For example, a 300 x 250 ad would serve in the 970 x 250 ad unit and a 160 [...]


3 Ways To Change Your Thinking About Display Ads & Move Out Of Your Comfort Zone

display-ad-here-featured We have all seen it: marketers deeply loyal to “last click attribution” and the comfort zone it brings along with it. With a last-click mindset, they have focused on maximizing their search marketing volume via Paid Search and SEO until the query supply is maxed out. These marketers also use remarketing (another comfort zone), with proven intent similar to search queries, as well as similar success metrics such as return on Ad Spend (ROAS) and effective cost per acquisition (eCPA). But once these three channels are maxed out, what can marketers do to continue to ramp business? Getti [...]


TechDirt Threatened With AdSense Closure For Reporting On Racy Videos That YouTube Puts Ads On

YouTube AdSense Another week, another loony story involving Google AdSense. This time, publisher Techdirt has been told to remove ads from a page with content deemed too racy for AdSense -- even though Google itself runs ads against the same exact content.   I'm Too Sexy For My AdSense... Techdirt.com, a long-standing and respected tech publication, wrote on Thursday that it received notice from Google's AdSense team demanding that it take AdSense ads off a news article. The article covered an intellectual property lawsuit where a porn star sued rapper Bow Wow for using video of her pole dancing in [...]


Adap.tv And FreeWheel Will Power Programmatic Pilot With ABC

ABC Premium Programmatic In a move to automate the buying and selling process of premium digital TV ad inventory, AOL's Adap.tv and Comcast's FreeWheel announced a new partnership today. Adap.tv's demand-side platform (DSP) will power the buying side of the programmatic pilot that ABC announced during its TV Upfront this spring. The DSP will integrate with FreeWheel's Fourfronts private marketplace on which ABC will sell its digital video inventory. Agencies MAGNA GLOBAL, Optimedia and Starcom MediaVest Group have signed on to test out the technology partnership during the trial. The pilot brings together all [...]


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