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.

Agencies & Advertising Tech: Beyond The Client/Vendor Relationship

Handshake shutterstock There has been a lot of commentary lately about the relationship between the Agency and Advertising Technology  -- a liaison just as fraught with potential issues as the familiar one between Agency and Publisher. Thankfully, there's a lot to learn from the classic buyer/seller struggles of Agency and Publisher. Yes, there are issues -- but there are also opportunities. There are several core truths about digital advertising today: Predictive programmatic media has changed the face and guts of marketing All agencies must embrace ad technology Ad technology should be additive to a [...]


Twitter Quietly Adds ZIP Code Targeting For US Advertisers

twitter-local-pin-250px Twitter advertisers have a new tool for promoting their tweets or accounts to very specific areas: US ZIP code targeting. It's an addition to the existing geo-targeting options, which already include country-, state-, province- and metro-level targeting options. Postal code targeting is only available for US addresses at the moment. There was no formal announcement of ZIP code targeting, but a Twitter spokesperson tells us that it was made available to US advertisers a few weeks ago. Social Media Today spotted it late last week. ZIP code targeting might be attractive to small/loca [...]


85 Percent Of Enterprise Advertisers Now Using Programmatic [IAB Study]

display-ad-here-featured A new IAB report finds widespread adoption of programmatic among enterprise-level marketers: 85 percent of surveyed advertisers said their companies have bought digital media through real-time bidding platforms, and 72 percent of publishers said they support programmatic buying. In the next two years, 91 percent of advertisers and 83 percent of publishers expect their organizations to pursue programmatic approaches to media buying. More than half  (55 percent) of enterprise advertisers are adopting programmatic ad buying to target consumers more effectively, and 49 percent say they are [...]


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 [...]


69 Percent More Brands Participated In Programmatic In First Half Of 2013 [Report]

Programmatic Media Buying Brands continue to adopt programmatic ad buying, even as the majority of spending is consolidated among a few top advertisers.  The overall number of brands participating in RTB grew by 69 percent between the fourth quarter of 2012 and the second quarter of 2013, according to a new report. The latest Index Quarterly Report by Casale Media, which aggregates data from the billions of impressions traded each quarter across marketplaces powered by Index, highlights how heavily global/national brands dominate programmatic, with over 70 percent share through the entire first half of 2013. That's [...]


When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]


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 [...]


Microsoft Joins the Anti-Cookie Movement, Working On Its Own Replacement

microsoft-cookies-featured Following news that Google is likely working to replace the much-maligned cookie for tracking and ad targeting on the Web, Ad Age is reporting Microsoft is working on its own cookie-replacement technology. Microsoft is apparently developing technology that would run on its own devices and platforms including Windows desktops, tablets and smartphones, Xbox, Bing and Internet Explorer. Microsoft's ownership of these various products enables it to replace the cookie with what Ad Age says is essentially a device identifier that users would opt-into when accepting the usual terms of service agre [...]


LiquidM Launches First White-Labeled Mobile Ad Management Platform

liquidm-logo LiquidM emerged from stealth mode today to announce the public availability of its new white-labeled mobile advertising management platform. The cloud-based SaaS product is designed to simplify mobile ad management processes for mobile media buyers. “As the mobile advertising industry is moving through the trough of disillusionment, more and more mobile advertising companies are looking to increase their competitiveness by turning to a full stack ad tech provider,” said Christof Wittig, CEO of LiquidM. “While some in the market still believe that scale and more sales people will solve [...]


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 [...]


ActiveCast Media Sues Google For Withholding AdX Traffic Acquisition Payments

google-legal-law ­­­A lawsuit filed in US court last week by ActiveCast Media against Google provides an inside glimpse at just how opaque and complex the world of online traffic acquisition ecosystem can be. ActiveCast, a subsidiary of Web Integrated Net Solutions and headquartered in the British Virgin Islands, is suing Google for breach of contract, claiming the Internet giant is unlawfully withholding payment for traffic ActiveCast sent to Google advertisers as part of its contract agreement with Google DoubleClick AdExchange (AdX). In June, Google flagged the account for invalid activity and retr [...]


Yahoo Launches Stream Ads App In Yahoo Commerce Central

Yahoo Stream Ads Today, Yahoo added an app for Yahoo Stream Ads, the native placements that appear within the news feeds on Yahoo sties and above users' emails in Yahoo Mail, to the suite of apps available in Yahoo Commerce Central. The Yahoo Stream Ads app offers advertisers a self-serve platform to run the CPC-based ads on all devices. Yahoo Commerce Central came out earlier this month as a relaunch of Lexity, which the company acquired in July (Yahoo continues to use the Lexity domain). The app suite is integrated into Yahoo Stores; however, the apps are also supported on over 30 other platforms inclu [...]


Google Rolls Out New DoubleClick Campaign Manager Globally For DFA

DoubleClick Campaign Manager After announcing a big change was coming in June, Google launched the DoubleClick Campaign Manager, the new version of DoubleClick for Advertisers (DFA), globally today. As DFA turns 15 this year, the new platform changes aim to adapt the platform for the most recent changes in digital advertising, namely social, mobile and programmatic. Native is not included in this list, yet. In June, Google said it is working with select publishers to track the impact of their native advertising and testing support for native ad serving, but any mention of native campaign management is notably missing f [...]


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 [...]


Google Shakes Up Display Advertising Development With AdWords’ Ready Image Ads Tool

google-adwords-square-logo Google is well aware of the challenges both advertisers and SEM agencies face in getting well-designed display ads built. Ads need to be created in multiple sizes and look good on all devices. Today's roll-out of Ready Image Ads in AdWords is Google's best attempt yet to solve this problem and get more AdWords advertisers running display campaigns. By just entering a URL from your website, the Ready Image Ads tool automatically scans and pulls images from the site to create ads in various IAB standard sizes that are HTML5 compatible for viewing on mobile and desktop devices. Ready Im [...]


AdStage Aims To Bring Cross-Channel Ad Management To SMBs, Launches Partnership With ReTargeter, Unbounce And Others

AdStage Logo Kenshoo, Marin and Adobe: watch out, AdStage has you in its sights. Today at Advertising Week in New York, AdStage announced new efforts to loosen enterprise's grip on ad tech and give SMBs equal access to the benefits of an ad management platform. “We were frustrated by enterprise ad tools that locked out the bulk of advertisers with $100,000 monthly ad spend minimums, resource-intensive onboarding, and restricted access by forcing you to demo with salespeople to get started” says Sahil Jain, CEO and co-founder of AdStage, in the launch announcement. AdStage first launched its self [...]


Pinterest Dominates Social Referrals, But Facebook Drives Higher Performance [Study]

pinterest-logo Publishers in women's programming verticals such as food and recipes, home and garden, style and health and wellness have found a deep, high volume source of referral traffic from Pinterest. A new study by Yieldbot, which sees over a 1.5 billion page views per month come through its publisher analytics platform, looks at the impact of social referral traffic on the advertising performance of women's sites. The ad technology firm found that while Pinterest sends oodles of traffic, those visitors don't click on ads at same rate as Facebook referrals. The table below illustrates the overwhe [...]


Nielsen: Search Ads Gain Trust, But Traditional Ads Still Outrank Digital In Consumer Trust

Nielsen A new look at consumer trust in advertising from ratings agency Nielsen finds that, despite gains, consumers still put more trust in traditional paid advertising than digital ad formats. The Global Survey of Trust in Advertising compares consumer opinions in 2013 to those of 2007. With the exception of ads in newspapers, all ad formats saw increases in consumer trust from 2007. Trust in ads shown in search engine results rose 14 percent from 2007, up from 34 percent to 48 percent. Likewise 48 percent of consumers said they trust online video ads and ads on social networks -- neither ad t [...]


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