Posts tagged with Display Advertising

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Is there a future for publishers and display ads?

The debate around display advertising is currently rather polarised.

As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.

But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?

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Stats: how social media brought down The Sun paywall

On 30th November 2015 The Sun paywall will come crumbling down.

It's fairly obvious why Rebekah Brooks made the decision; publishers are nothing without the reach of social media and this U-turn perhaps proves that subscription models need to be flexible, balanced carefully with (increasingly native) advertising revenue.

Pageviews are the oxygen that keeps every revenue flame burning. But rather than me harping on about advertising and social media, I thought I'd tell the story of The Sun paywall in statistics alone. Here we go...

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Three ways first-party data could help increase online advertiser value

First-party data could prove to be the future of online display advertising, according to our new report Digital Publishing: Increasing Advertiser Value Through Data and Identity.

Published in partnership with Signal, the report reveals the opportunities for publishers in the troubled digital advertising world.

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40% of publishers describe their digital ad revenue as shrinking or static

The display advertising economy is in trouble, and digital publishers are feeling it. Whether it’s the rise of ad blockers, emerging news-delivery platforms, commoditized ad inventory or diminishing CPMs, there are plenty of challenges facing the industry. 

Our new report, Digital Publishing: Increasing Advertiser Value Through Data and Identity, found that display ad revenue is either stagnant or shrinking for 40% of digital publishers. 

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How do you solve a problem like ad blocking?

Oh publishers, when will you learn?

Of course you need revenue (after all you wouldn’t exist without it). But if you don’t start getting the balance right between ad revenue and user experience you’re going to die a slow and painful death.

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How not to be creepy with display ad retargeting

As we all know by now, retargeting has given itself a bit of a reputation, and not the good kind. 

However that doesn't mean it shouldn't be used. I wanted to use this post to try and find out the right way to go about retargeting customers through online display ads, based largely on my own experience as a consumer.

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A new ad metric? The Financial Times creates 'cost per hour'

Despite the significant innovations that have taken place in online ads in the past several years, advertisers still largely rely on metrics like CPM and CPC to quantify their digital ad spend.

To a large extent, the use of these metrics makes sense. They are simple and for many channels, are reasonably meaningful. But that doesn't mean that there's no room for innovation.

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You may also like: the horror of bad content recommendation

You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.

Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.

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How does ‘carousel banner blindness’ damage customer experience?

Through display advertising’s history of consistently delivering irrelevant content and its design never aligning to its surroundings, consumers have nurtured a scanning reflex called ‘banner blindness’.   

This isn't a new condition, ‘banner blindness’ has been around for a very long time. 

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Behind the rise of ad blockers lies an inconvenient truth

According to Adobe and FairPage, more than 144m people are now using ad blockers to stop advertising in its tracks when they browse the web.

That number doubled in 2013 and continues to rise.

Because of demographics, ad blocking is not surprisingly most common in the video game and technology verticals, but is increasing in other verticals, like business and entertainment, too.

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Cross-channel marketing 2014: trends & opportunities [infographic]

The newly-published Econsultancy Cross-Channel Marketing Report, produced in partnership with Oracle Marketing Cloud, looks in detail at the extent to which companies are integrating their marketing activities. 

The infographic below provides a glimpse of some of the key data points and trends covered in the report which is based on a survey of almost 1,000 marketers.

Among other findings, the research has found that a clearly defined strategy and understanding of the customer journey are the most important factors for enabling effective orchestration of cross-channel marketing.

See below for more juicy stats from the infographic which has been created by Datatrouble

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robot

The beginner's glossary of programmatic advertising

Programmatic advertising is complicated. There's no doubt about that.

This complexity explains why there is quite a lot of terminology involved, but it can seem quite opaque to the newbie.

Luckily, Econsultancy has a wonderful and thorough discussion and explanation of programmatic - Programmatic Marketing: Beyond RTB.

As a taster, I thought I'd throw some important terms into a glossary. It's just the basics, but I hope it helps.

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