Category: Display Advertising Column

How dynamic creative will (finally) reach the tipping point

In an industry where a lot of lip service is paid to one-to-one marketing and tailoring a brand’s advertising to the individual, far too few brands have harnessed the power of dynamic creative for their campaigns. There’s a simple reason...

/ May 8, 2018

Native isn’t display. Stop treating it like it is.

With consumers installing ad blockers and now browser companies following suit, not to mention ad fraud, domain spoofing, lack of viewability and disastrously poor brand-safety measures as a further body of evidence, let’s be honest with ourselves. Mistakes were made...

/ April 30, 2018

Steering digital messaging with behavioral science insights

The conjoined worlds of business and market research are constantly in flux. Changing media technologies demand new marketing strategies and adaptive research methodologies. Evolution is also driven by the dynamism of consumer needs and attitudes. Ad avoidance, overtaxed attention spans...

/ April 23, 2018

Programmatic is an amazing tool for branding. Here’s how to use it.

Programmatic is not just for conversions; it’s also a valuable part of your branding strategy. Historically, brand awareness strategies have been above-the-line advertising activities: TV, radio, print. These have a wide reach and so are great for upper-funnel marketing strategies....

/ April 9, 2018

Programmatic performance marketing (aka affiliate marketing) questions and answers

Within certain marketing circles, the term “performance marketing” is equated with affiliate marketing and therefore associated with lots of unnecessary baggage (much of it unwarranted). However, when considered as a digital marketing layer, the term “performance programmatic” becomes more useful...

/ March 29, 2018

Brands strive for authenticity as audiences turn a skeptical eye toward ads

Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses. The figures are even more dramatic in the US, where a mere 48 percent are similarly trusting, down...

/ March 23, 2018

The price is right? Let the data answer that

Programmatic audience targeting has increasingly become table stakes and today provides fewer performance increases than in years past. There are plenty of vendors providing competitive (and increasingly comparable) ways to target consumers based on the data available through third-party exchanges....

/ March 7, 2018

Why are marketers talking about taking agency services in-house?

Late last year, the Association of National Advertisers reported that some 35% of marketers have already brought programmatic in-house, a dramatic increase from the 14% reported in 2016. And that’s just a start. Marketers have their eyes on a host...

/ March 6, 2018

GDN or DSP: How to decide

Marketers have lots of choices when it comes to display media; however, the primary choice for many people who are engaged in search engine marketing and looking to increase display reach is the GDN (Google Display Network). But there are pros...

/ February 1, 2018

Recognizing the subtle signs that point to possible ad fraud

The digital advertising industry’s got a big problem, and it’s not going away anytime soon. One report estimated that businesses could lose as much as $16.4 billion to advertising fraud in 2017. Such frightful statistics are putting advertisers on edge....

/ January 30, 2018