Display Advertising Column
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.
Pop-up ads: Why everyone hates them and why they’ll never die
With the right strategy, pop-up ads can actually be effective but you have to figure out how to provide value and minimize...
Experian’s new identity resolution service seeks to help marketers improve customer experience
The new solution, available via Experian's MarketingConnect, connects digital and offline identities to help marketers better understand their...
Cleaning up digital ad pollution
Advertisers must take note of how their work enriches their audience’s daily life, not simply whether an ad drives...
IBM brings AI-enabled chatbots to display ads with Watson Ads Builder
The software is designed for digital marketers to create and implement rising...
Pump up the power of your display ads
Combining native formats, audience targeting and AI can become an effective tool for achieving conversions with display ads when combined with...
Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers
Advertisers running Moments campaigns will now have access to Touchpoint ads, a shoppable ad unit, and Playable ads for...
Google Display ads have evolved: What’s next for display?
After 15 years of the classic image ad, here are three new ways to drive...
In a world of facts, ideas are king
Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s...
Best practices for a new era of brand safety
A good brand safety initiative should not be limited to the basic standards set by technology partners but a more comprehensive discussion of...
The brand storytelling genius of the Coca-Cola Santa
Learn how Coca-Cola developed an effective "partnership" with Santa Claus in a series of holiday ads that stretch through the better part of a...
Product pages are the new packaging: Think beyond lower prices to win online
Capture customers with product titles that address nuanced needs and wants rather than sacrificing margins to win...
The true impact of conversion rate optimization and why it matters to you
User journeys have increased in complexity, but so have the tools we can use to process and map masses of data points. Here's how you can uplift...
How long will the brand safety conversation continue?
Every brand will have a nuanced definition of a safe online environment and that's where the complexity of this topic...
Hooked on a feeling: The forgotten factor in online advertising
We're stuck using outmoded concepts such as segmentation and demographic groups, when what marketers should be seeking is a prospect's mood or...
Tips for using the new Google Ads interface
There's more clicking in the new interface but the actionable data for speed and mobile friendliness is a big...
It takes a village: Story creation in the digital age
Marketers must define the rules that govern the narrative space between brand and...
Why you should embrace a full-funnel strategy for programmatic display
Conventional wisdom may say that the classic marketing funnel is outdated, but the funnel is still your friend. Here's why....
Video advertising’s bright future and what you should be doing now
Addressable TV will soon be a vital part of any media plan, so dip your toe into the water now....
The power of disruptive digital narrative
The key to creating more engaging online stories may be letting your audience fill in the...
How marketers cope in an increasingly-skippable advertising environment
Are skippable ads the inevitable future or the beginning of the end? Here's how advertisers fight to remain relevant in a world where audiences...