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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.

  • Latest

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...

Peter Minnium | Sep 6, 2019 at 8:05 am ET

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...

Tom Costello | Apr 2, 2019 at 1:45 pm ET

What are marketers’ options for handling ad blockers?

Revisit your revenue model to creatively adapt to users who are increasingly embracing ad blockers. It's time to try whitelisting and native...

Grayson Kemper | Mar 4, 2019 at 12:01 pm ET

 

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...

Amy Gesenhues | Feb 21, 2019 at 11:44 am ET

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...

Brad Bender | Feb 4, 2019 at 1:09 pm ET

In a world of facts, ideas are king

Compelling ads are more than a checklist of behavioral triggers. They must engage the audience’s...

Peter Minnium | Feb 1, 2019 at 10:56 am ET

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...

Danny Macdonald | Jan 29, 2019 at 8:00 am ET

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...

Peter Minnium | Dec 24, 2018 at 8:30 am ET

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...

Andrew Waber | Dec 11, 2018 at 10:05 am ET

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...

Grace Kaye | Dec 10, 2018 at 12:07 pm ET

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...

Rob Rasko | Nov 13, 2018 at 7:30 am ET

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...

Jacqui Wallis | Nov 9, 2018 at 12:35 pm ET

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...

Mona Elesseily | Nov 5, 2018 at 5:33 pm ET

It takes a village: Story creation in the digital age

Marketers must define the rules that govern the narrative space between brand and...

Peter Minnium | Nov 2, 2018 at 4:10 pm ET

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....

Grace Kaye | Nov 2, 2018 at 3:08 pm ET

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....

Laura Collins | Oct 31, 2018 at 12:56 pm ET

The power of disruptive digital narrative

The key to creating more engaging online stories may be letting your audience fill in the...

Peter Minnium | Oct 8, 2018 at 3:57 pm ET

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...

Mark Williams | Sep 21, 2018 at 12:06 pm ET

Exclusive: Survey shows social media poised to capture holiday ad spend

Wondering if you should advertise on Facebook and Instagram this holiday season? Survey says - yes! Here's a sneak peek at how 260 business...

Brian Handly | Sep 13, 2018 at 2:29 pm ET

4 lessons learned from 200,000 Amazon beauty, personal care product pages

What drives consumers to add personal care products to their Amazon carts? Here are four unique ways to motivate consumers to shop this...

Andrew Waber | Sep 12, 2018 at 11:59 pm ET
  • Previous Articles »
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