An age-old debate in marketing that has begun to rear its head once more: are effective marketing and adverting campaigns born out of art or science?
Creativity lies at the very heart of bringing a campaign to life, but in an era where marketing budgets are under the watchful eye of the board performance has to be measured to demonstrate an impact on business goals.
Recent research brought this to my attention, which found 80% of CEOs believe marketers are “too disconnected” from the financial realities of companies.
Integrating display advertising with other online channels has a positive impact on conversions, though less than half of marketers are currently doing this, according to Econsultancy's Cross-Channel Marketing Report 2012
The report, carried out in association with Responsys, looks at the use of online and offline marketing channels, integration of display advertising and use of mobile for marketing.
The report is based on a survey of more than 650 companies and agencies, carried out in April and May 2012.
Here are a few highlights from the section on integrating display advertising...
Thanks to its $3.1bn acquisition of DoubleClick in 2008, Google is one of the biggest players in the display advertising space.
It's a competitive market on the advertiser side, but companies like DoubleClick must also compete to woo and retain publishers. So Google is making a concerted effort to do just that by sharing some of the data it's gleaned from the DoubleClick network.
A couple of weeks ago, news broke that one of the world's largest brand advertisers, GM, was ditching its paid ad campaigns on Facebook.
The timing was curious, and some suggested it was intentional. After all, Facebook was on the verge of going public in the richest tech IPO ever. So the embarrassing news that GM was pulling its account sure looked like a well-placed blow to the world's largest social network.
So, display advertising. It’s a channel that many people deemed to be dead some years ago due to huge declines in CTR and conversion rates, but today online display advertising is hotter than ever.
The changing technology landscape has completely re-energised the whole display advertising space.
Not only are display-ad revenues growing faster than ever before, but how we use this channel in the overall marketing mix is being redefined, thanks to a lot of brave venture firms and Google.
This week comScore announced the launch of its first ad-verification tool called ‘Validated Campaign Essentials’, alongside a suggestion that over a third of ad impressions on the web are never even seen.
It’s not surprising that’s there’s waste, but the sheer volume of this claim - and the fact that it's been validated by data from 12 leading brands - is sure to raise a few eyebrows.
Econsultancy has this month published an updated version of the Ad Serving Buyer’s Guide, containing detailed information about the trends and issues affecting the online advertising sector as well as useful advice for those seeking a suitable ad serving supplier.
Incredible as it may seem, it’s been 10 years since the
Interactive Advertising Bureau updated its standard advertising units. Six new formats selected in a “Rising Stars” competition will be officially sanctioned by the IAB if they
gain sufficient market traction in the next six months.
The formats were chosen in large part for their brand-friendly canvases, rich-media functionality, and the control they give to consumers to engage without
leaving the page they are on. Marketplace
success will depend on how many publishers adopt the units to give them true
scale. Whether these units alone can successfully unleash pent-up demand to pull in more brand dollars
and stave off the commoditization of CPM rates is anyone’s guess, but getting the seal of approval from the IAB is an important first hurdle to clear.
As one might imagine, running a stock exchange is a fairly profitable business. Case in point: the London Stock Exchange (LSE), which earns over $100m a year in profit running one of the world's most recognizable equities markets.
Most of that profit is, of course, derived from the operations of markets and ancillary market services, such as the distribution of stock information. Yet if you go to the LSE website, you might notice that the exchange has no qualms about making a little bit extra on the side through display advertising.
Online content may be sexy, but even on the internet, turning a profit
as a publisher isn't always easy, particularly if you rely on ad revenue
to pay the bills. After all, today's advertising market has come a long
way since the 1990s.
Advertisers have a seemingly unlimited array of
advertising options, and the proliferation of ad networks and
technologies such as retargeting mean that many publishers have seen
their CPMs decline.
According to an AdAge opinion piece by Tom Hespos, who runs a digital marketing firm, advertising is failing publishers.