Display Channel Thanks

Screen shot 2013-11-26 at 8.42.00 PMPolitics and history aside, Thanksgiving is a beautiful holiday, and not just because of the football! True, we shouldn’t need Hallmark, Butterball, and 30 days of Facebook statuses to remind us that it is time to recognize and express our gratitude – but honestly, we don’t do enough of that.

Next week, many of us will eat too much, shop too much, perhaps even watch too much football . . . but we will also give thanks for the gifts in our life – our families and friends, our health and happiness, our businesses and income . . . which brings me to the reasons to be thankful for the display advertising channel.

Are You A/B Testing Your Display Campaigns Too Much?


Screen shot 2013-11-19 at 10.09.22 PMThis post comes from our Display Channel sponsor AdClarity.

Testing is important. We have all been taught that we need to test every element of our campaigns. From the publishers we use to the size of the Submit button on our landing pages – every little nuance can affect conversions and must be optimized and then re-optimized.

But is there such a thing as too much testing?

Alas, no . . .

Even once you optimize an element and improve conversion, you can always improve more. What worked yesterday may not worked tomorrow. A new headline may perform wonderfully. A new hero shot may increase conversions. But, for some reason, when you combine the two, sales may plummet. You must test, re-test, and test again.

The World is Your Backyard

Screen shot 2013-11-14 at 2.27.24 PM

This post comes from our Display Channel sponsor Adclarity.

If there is anything we have learned in the past 20 years, it is that the world is being made smaller by the current technology, the internet, the cloud…

Information that our parents found by spending hours sifting through volumes of The World Book at the local library is available instantly on our iPhones while we sip our lattes. Nowhere is this more evident than in online advertising. No matter where you are physically located, you can recruit customers from, quite literally, anywhere in the world. It is quick and easy to offer our same campaigns to people in Russia, New York and Paris . . . but is that the best way?

KISS SMART: 5 Things You Must Do Better Than Your Competitors

Screen shot 2013-11-11 at 8.30.49 PMScreen shot 2013-11-11 at 8.30.34 PMIn previous posts, we have discussed how competitive the display advertising world is and how to knock out competitors; but today, I would like to revert to the old KISS adage and keep it simple by listing the 5 things you MUST do better than your competitors in order to succeed with your display advertising campaigns.

We like to use another acronym to remember these five: SMART

Styling – The first aspect involves quite a bit. The style of your creative designs, your color choices, landing page layouts…all of these must be better than your competitors.

A quick example of two long-time rival competitors, Honda and Toyota:

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Which one compels you to click?

Why Your Display Campaigns Don’t Work . . . and How to Fix Them

Screen shot 2013-10-21 at 7.17.23 PMThis post is from our Display Advertising Channel Sponsor Adclarity.

Display advertising is a $17 Billion industry. It is big business. It is competitive business. Using display in your media plan is a wise decision: display is still the most effective way to monetize traffic. In the coming years, display is forecasted to overtake search with the highest spend. Serious players must grab a chunk of this pie.

But you already know that. You have already tried display. It didn’t work.

Want to know why?

At AdClarity, we have been monitoring the display ecosystem. We have statistics on the campaigns that work and the ones that don’t. We have researched, analyzed, and interpreted and discovered that the campaigns that don’t work have several things in common. Do you have any of these encompassing problems?

Is Display Dead?

deadoneThe Birth of Display Advertising

In 1980, most of us had an 8086 computer and didn’t have a cell phone (or…if we did, it was an analog cell phone), Prozac and Viagra were not yet invented, and microwaveable popcorn had just been released.

The history of online display advertising goes back to the 1980s, when Prodigy (a joint venture between IBM, CBS and Sears) ran online advertising experiments for Sears products. In online terms, that was eons ago.  Many of today’s thought-leaders of the online advertising industry weren’t even born yet in 1980.

But does the age of display advertising signify its demise or its maturity?

The “Shocking Statistics”

Some alarming statistics about display advertising have been used on many blogs and slideshares lately: