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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In a world of facts, ideas are king

“Can you please come watch this commercial? We’ll take out the trash.” This is how consumer research generally started when I was an account man at the nation’s most creative ad agency in the 1990s. My team and I were back at the agency the evening before we needed to present rough cuts to the …

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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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