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.

Not Who, But What, Is Driving Google?

google-building-featured With the depth of attention given to Google's broken promises lately, the natural-language-processing, sometimes-sponsored-content-identifying engine clearly has some 'splaining to do. For those of you who haven't read Danny Sullivan's excellent piece from a few weeks ago, let me elaborate on those broken promises. Google at one time decried paid inclusion -- but then, in 2012, it turned its once-organic shopping search engine into a pay-to-play ad product. More recently, in 2013, it went back on a promise to never display banner ads on search results pages, delivering giant images on b [...]


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 [...]


Google Adwords Rolls Out New Video Call Support Feature Using Hangouts

google-adwords-square-logo Google AdWords is rolling out a new video call help feature using Google Hangouts. According to a post in the Google AdWords Discussion Forums yesterday, advertisers can contact an AdWords online specialist via a video call by signing into their AdWords account and clicking the "Video Call" option from the "Contact Us" menu on the Help page. Before starting the video call, advertisers are instructed to describe their issue "briefly" and click the "Start a video call" link. Google says users will not need a Google+ account, but may need to install a Google voice and video chat plug-in to us [...]


Tubemogul Partners With Resonate To Offer Motivations-Based Video Ad Targeting

Tubemogul video advertising Resonate targeting Tubemogul, the programmatic video advertising platform, has partnered with Resonate to offer "values and motivations-based" targeting for branding, issue and political marketers. Resonate provides insights into users' values, beliefs, attitudes and voting behaviors in addition to brand connections and product preferences. The company claims to collect anonymous browsing behavioral data streams for 90 percent of U.S. web users and conduct over 200 thousand online interviews with users annually. The goal is to improve completion rates among target audiences. According to the companies, 15- [...]


American Express To Sponsor Fox TV Clips Promoted Through Twitter Amplify

twitter-tv-video-featured Fox Broadcasting Company along with American Express are the latest to partner with Twitter's second screen promotional program Amplify. Fox will bring American Express-sponsored video clips of several of its top scripted shows including "The Mindy Project", "Glee" and "Brooklyn-Nine-Nine" to Twitter. The content will be marked as promoted by American Express, along with short pre-roll video ads running ahead of each clip. Twitter and the network each receive a portion of the ad revenue. Jean Rossi, executive vice president, Sales, Fox Broadcasting Company, said, “We are thrilled to co [...]


Google Signs Another Huge Upfront Deal With Publicis Shops, Now Razorfish And DigitasLBi

google-g-logo-2012 On the heels of sealing a deal with Publicis division MediaVest, Google has cemented the concept of a digital upfront and its ability to attract big brand dollars with a giant commitment from Publicis digital shops Razorfish and DigitasLBi. The deal is worth more than $100 million according to AdAge which first reported the story. Like the MediaVest deal, Razorfish and DigitasLBi will have access to all of Google's properties including display and mobile networks and YouTube, and Google will provide creative resources for crafting content and web videos. Brand pages on Google Plus and Hango [...]


Google Debuts ROI-Driven Display Targeting With “In-Market Buyers” In AdWords

Target Audience Google says it can now recognize the site visitor patterns of consumers who are getting ready to make a purchase. Rather than simply targeting users based on the types of sites they visit and interests they've demonstrated, Google is rolling out an option for advertisers to reach only those consumers who appear to be in buying mode. This week, Google has very quietly introduced "In-Market Buyers" in AdWords which allows advertisers to tap into Google's consumer pattern recognition and target consumers actively researching products and services similar to theirs. In-Market Buyers is an exten [...]


ChargeAds New Automated Solution Lets Publishers Build Storefronts On Top Of Existing Ad Platforms

ChargeAds logo Nov 2013 Online ad solution provider ChargeAds has launched a new automated display advertising platform that the company claims is a "turnkey" tool for publishers. According to the announcement, the newly released ChargeAds Private Marketplace allows publishers to build a private or public storefront atop their existing ad platform or RTB stream, and includes a suite of controls to set rates and conditions. ChargeAds says its new solution can help lower costs, booking delays and technical confusion associated with display advertising transactions. "Our industry is expected to reach $113 billion [...]


4 Things You Deserve To Know About Your Programmatic Marketing

Know It All Imagine this scenario: your programmatic marketing campaign was a big success; you hit your goals and now your client wants to know why. Or, maybe your campaign failed -- in which case, your client is demanding an even more elaborate explanation. In either case, you need to know the behind-the-scenes details of your campaign targeting so you can answer your client's questions and use the information in your next campaign. You especially need to know more about the people that converted. What were their behaviors, their search keywords, the sites they visited? Why exactly were they the right [...]


Google Finally Turns To Nielsen To Attract TV Ad Budgets, Following Twitter, Facebook

google-nielsen The more things change, the more they stay the same. Nielsen, the ratings firm that has long acted as the arbiter of audience metrics for TV advertisers, has seen demand for its services for online reporting rise among brands and agencies. Google has balked at allowing Nielsen's online campaign reporting  tags to be placed on its sites, which include leading online video site YouTube. Advertisers looking to buy on audience guarantees through OCR have walked away from YouTube deals. Now, Google is changing its tune as it steps up efforts to court brand advertisers. The company is testing [...]


DemandBase Launches Cookie-Less B2B Retargeting Solution

Deamandbase retargeting b2b Today, B2B online targeting and personalization platform DemandBase is launching a solution that allows B2B advertisers to retarget to  the companies that visit their websites. Based on the corporate IP address, DemandBase identifies the company a web visitor is from in real-time and then, depending on the actions they take on the site, programmatically retargets customized ads to that company through exchanges such as Google and RightMedia. The triggers used to inform where a company is in the buying cycle include visits and pages viewed across a target company, the time and frequency of [...]


Fireside Musings: The Growth Of Real-Time Bidding

Fireplace Flames Today I'm sitting down to meditate on some of the reasons why programmatic ad buying -- real-time bidding (RTB), in particular -- has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has been from two specific areas: mobile and video. So, that's where I will focus my attention today. There seems to be a lot of talk that RTB will ultimately make the biggest difference in mobile. Question: Is this true? If so, why? What kind of impact will it have? How [...]


AdSense Adds A/B Testing Capabilities For Ad Unit Settings

Google AdSense Logo Today, Google announced a new AdSense experiments feature that allows publishers to run A/B tests on ad unit settings including ad types and ad styles such as borders and font colors. The feature is available within AdSense as part of Content Experiments. The "Traffic split" option at the bottom of the set-up page is checked by default. When checked, Google will automatically optimize the traffic split between the two ad settings using a multi-armed bandit approach. The ad setting that is performing better (has a better click-through rate) will be served more often. Roughly 24 hours afte [...]


New Research: The Retargeting Barometer, 3rd Edition

paying for retargeting_chango The results have just been released from the 3rd edition of the Retargeting Barometer, the ad industry’s only survey focused on the use of retargeting. Published by Chango, and this time in partnership with Digiday, the study attracted 300 respondents, including brand marketers from a broad set of industries and from media agencies. The full report can be downloaded here. Key Highlights The key highlights from the 3rd edition of the Retargeting Barometer are: Retargeting is becoming more and more standard for sure, yet there are surprising gaps in its use and how it is measured. R [...]


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