Display Advertising Column

Pump up the power of your display ads

As the web’s oldest form of advertising, display ads have long been a standby for brands. However, over the last several years, consumers have grown increasingly fatigued with irrelevant and intrusive banner and popup ads, diminishing ad impact and ROI. So how do you boost the power of display ads? By combining native formats, audience …

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Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers

  Verizon Media (formerly Oath) has rolled out two new features as part of its Moments mobile native ad suite: Touchpoints and Playable ads. The Touchpoints ad units are designed for e-commerce advertisers, offering a shoppable experience for product ads, and the Playable ads — which include an interactive preview of the game without a …

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Google Display ads have evolved: What’s next for display?

Do you remember that? It’s the infamous “punch the monkey” ad, and it’s one of the earliest examples of display advertising. Back then, the marketing industry tried anything to get messages on the web and in front of consumers — all of them. For some, display ads still retain some of that “blast your story …

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Best practices for a new era of brand safety

After years of breaking news, brand safety challenges continued to steal headlines in 2018. Despite improved dialogue between brands, media owners and tech partners, it is clear that execution belies the perceived simplicity of the topic. The term “brand safety” is defined as “the controls that companies in the digital advertising supply chain employ to …

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The brand storytelling genius of the Coca-Cola Santa

Since 1995, Santa trades in his sleigh once a year for a Coca-Cola truck and tours the UK, sharing the soft drinks that have become closely associated with the winter holidays. This year, facing pressure from health advocates, Coca-Cola plans to scale back the campaign. Controversy aside, the Christmas trucks are a prime example of …

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Product pages are the new packaging: Think beyond lower prices to win online

When consumers actually walk into a store, there are a host of high-level expectations that have shifted over time but remain largely in place. Salespeople will be around to help in case of questions, products will be organized to make browsing relatively simple, etc. Contrast that with the expectations of an online shopping experience. Endless …

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How long will the brand safety conversation continue?

Maybe there will never be an end to the talk about brand safety in the media industry – and that’s a good thing. I have spent the past ten years working on these issues, from helping to found the IAB’s Quality Assurance Guidelines which was the basis for The Trustworthy Accountability Group (TAG) to running …

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Hooked on a feeling: The forgotten factor in online advertising

If there’s anything the recent past has reminded us, it’s that feelings still trump considered thought. This is also true for advertising, but not in the way you might think. The marriage of ad and tech has brought some amazing advances. But as we move to the future, does that mean we’re also doomed to …

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Tips for using the new Google Ads interface

Google is in the process of rolling out their new Google Ads interface. This is the second time Google has said they’d roll out the update and this time they mean it! In this article, I’ll talk about some of my likes, dislikes and general experiences with the new interface. Here are some initial comments …

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Why you should embrace a full-funnel strategy for programmatic display

Lately, I’ve seen more and more claims that the marketing funnel is dead — including from Google itself. Of course, the consumer journey has drastically changed over time as user behavior has adapted to the internet. And nobody is going to deny that the exact journey to conversion varies from one person to another. But …

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Video advertising’s bright future and what you should be doing now

Video is a hotter topic than ever in marketing, with users consuming more and options for advertisers multiplying rapidly. With so much development in the industry it can be hard to look at the bigger picture or anticipate what the next big trend might be, but in this article, I’ll share where I anticipate we …

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