I recently overheard a conversation amongst a group of interns tasked with mapping the new media landscape: “Uber is clearly a medium, not a service!” argued one eager participant. “It’s a platform that mediates interactions between users; if Facebook and Google are media companies, then so is Uber!” When I started in the advertising industry, […]
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 for that: It’s hard. Despite extensive evidence of dynamic creative’s effectiveness, certain stars in the
How dynamic creative will (finally) reach the tipping point Read More »
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 in the first decade of the programmatic revolution. Don’t get me wrong — I’m an
Native isn’t display. Stop treating it like it is. Read More »
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. Thanks to its highly effective targeting possibilities, programmatic advertising has fallen into the below-the-line category
Programmatic is an amazing tool for branding. Here’s how to use it. Read More »
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 from 58 percent in 2017. Brands clearly need to re-evaluate their messaging strategies if they
Brands strive for authenticity as audiences turn a skeptical eye toward ads Read More »
Native ads have so much potential that I don’t believe is being explored enough today. True, they may not seem all that interesting if you only focus on your bottom line. A good retargeting strategy for display ads might generate more conversions if you’re looking to sell a product. However, in comparison to display prospecting,
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 of services once outsourced to their agencies: social media marketing, data management, strategic planning, message
Why are marketers talking about taking agency services in-house? Read More »
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. No business — large or small — wants to see its money wasted. But how
Recognizing the subtle signs that point to possible ad fraud Read More »
When I first started in advertising, change was incremental, and so was learning. Staying current meant keeping up with the newest ways to use technologies and media that were already staunchly embedded in the consumer experience. Twenty years later, lured by the dynamism of the digital advertising revolution and its promise to reach consumers more
One of the hottest topics of discussion in 2017’s display advertising arena is speculation about what will happen next year, specifically February 15 of next year, when Google plans to release a version of its Chrome browser with ad-blocking features baked in. The feature targets “annoying” and “intrusive” ads only, but exactly what that means remains
