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.

Merging Massive Data Sets

data-analytics-200px You have a hot date lined up and your eyes are set on the perfect little black dress (LBD) to buy from a local store. Just one small caveat -- it's a bit pricey and not really in your budget. Now, you have a few options: beg your mom to chip in, bite the bullet and live off of bread until your next paycheck, try finding the dress discounted online, or hope that the dress goes on sale before your date. For these options, there are a number of relevant pieces of data: the store's current price for the dress, the availability and current price of the dress online, the expected date of an upcom [...]


Today’s Methods Help Us More Aggressively Compete

shutterstock_114257098 It used to be that one of your primary means of competing as a brand was raising the spend and buying more impressions than your competitors -- and doing it creatively, in order to stir up more laughter and tears than the other guy. Your budget and creative wherewithal were your arsenal. We carried that approach over from traditional marketing. Even fairly recently, a marketer or agency might tell you that the top focus of the media lead was to build and optimize the right plan for achieving desired reach. "Reach" was the mandate. The audience piece was somewhat left to happy accident, as w [...]


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 [...]


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 [...]


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 [...]


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- [...]


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