Display advertising has been getting quite a bit of attention in the
search industry lately. With the introduction of Google re-targeting
functionality on the content network, there is yet another compelling
reason for search marketers to take a closer look at the world of
display to enhance their search efforts.
Here are a few questions to
ask yourself before going live with your first display campaign:
Ad networks: good or bad? That's a debate that's been raging for years. On one hand, ad networks serve a purpose in moving inventory that isn't being sold in-house. On the other, some argue that they do more harm than good by devaluing that inventory.
Some big online publishers, including ESPN, have already ditched ad networks. But now the online media industry is set to watch as the largest online publisher to date says sayonara to ad networks.
Online ad buyers spend a lot of time focusing on measurement, placement and targeting, but according to Dynamic Logic, bad creative is really to blame for poorly performing online ads. The online-ad-research group's latest study found creative to be the most important factor in ad reception and recommends brands focus on that above any other factors in creating and deploying ads online.
Obviously the quality of creative plays into ad effectiveness, but even the best creative won't eradicate all the deployment issues that marketers struggle with online.
Advertisers typically pay more money for larger ads, but as it turns out, brands may want to save their money when it comes to buying ads that grab viewers' attention.
According to a new study by Dynamic Logic, trusty half banners and rectangles integrated into
the content of a website still perform best online.
Ad effectiveness still comes down to the quality of creative, but with display ads, integrating advertising into editorial content may be more important than simply ratcheting up the size of an ad.
The internet may be becoming a less anonymous place, but does that mean Facebook will take it over?
Wired's Fred Vogelstein thinks that Facebook is poised to take over display advertising the way that Google has dominated search.
What's the most important factor in the success of a display ad? Size? Placement? Not surprisingly, it's relevance.
That's according to a study conducted by publisher Condé Nast and research firm McPheters & Company.
No secret that performance-based advertising is dominating internet marketing. But brands are still trying to find the right mix for all those performance options, email, and a rapidly declining display market.
According to IDC research analyst Caroline Dangson, the display market contracted by 7 percent in Q4 of 2008, and will continue to see decreased spending until the end of this year. With this in mind, several brands are trying to find some balance for all the advertising options available.