Marketing Pilgrim's "Display Advertising" Channel

Marketing Pilgrim's Display Advertising Channel is sponsored by AdClarity. AdClarity helps online media buyers and planners uncover their competitors’ media plans, campaigns, creatives, best performing publishers, mediators and traffic sources.

Facebook ad research shows branding is a key and often missing link

There are plenty of TV commercials out there that leave you wondering what the commercial is for. Are they selling a car? A phone plan? A pharmaceutical that will solve all of your problems in a single pill? Sometimes advertisers sacrifice branding for the sake of being hip and entertaining. Well, maybe they can afford to be mysterious, but you can’t.

When it comes to online advertising – and in this case – Facebook advertising, Brand Link is one of the keys to running a successful campaign.

Facebook ad pointsFacebook’s Marketing Science team asked 700 consumers from around the world to evaluate more than 1,500 news feed ads. Researchers Neha Bhargava and Eurry Kim ran a variety of tests to determine how well people responded to different ads and they came out of it with seven key creative elements.

Facebook develops ad workaround for countries with poor mobile plans

Facebook missed callFacebook tells us that 7 out of every 10 people in the world, many in high-growth countries like India, Brazil, Indonesia, Mexico, South Africa and Nigeria, are using something less sophisticated than a smartphone to access the internet. That statement makes me feel like we should start a charity run: iPhones for Indonesia. I’m pretty sure there are bigger issues in those countries than the lack of a reasonable data plan but that’s not for Facebook to solve.

Mobile ad spend poised to surpass print

dMNjxzeMarketer says US total media ad spend should hit $180.12 billion dollars this year which is a 5% growth over last year. 5% doesn’t sound like a lot but it’s the biggest growth percentage we’ve seen since 2004.

That’s a nice vote of confidence in the economy – because we wouldn’t be spending on advertising if consumers weren’t spending in general. We’re also headed into what could be another, record buying season beginning with Back-to-School in just a few weeks and then it’s all toboggan time straight on to Christmas Day.

What’s even more amazing, but totally expected, mobile is about to become the third largest advertising option, beating out newspapers, magazines and radio.

emarketer total spend2014 will be a close call but if things keep going the way they’re going, mobile is likely to beat the combined print total by 2016.

Facebook launches multiple image carousel ads

Facebook Multi AdFacebook just released a brand new ad unit that is nothing I’ve ever seen before (but maybe I simply haven’t been paying attention?) The ad contains a side scrolling carousel with three product images. In this screengrab, you can just see the second image coming in on the right. You can see it in action on the Facebook for Business blog.

I’m not a fan of ads that slide, jump, jitter or repeat but I’m digging this Multi-product ad. The scrolling movement is slow, giving you enough time to look at each image as it travels by. I wish that when it got to the end it would continue on like a solid loop. Instead it jumps back to the start like a Vine video. Smooth would be better but I can let that go. (Now that I’ve made my thoughts known.)

Retailers believe in online marketing, so why are they still spending offline?

RetailMeNot contacted 200 marketing decision-makers at retailers that sell both online and in physical retail locations and have at least $50 million in annual revenue to find out how they feel about digital advertising.

75% said they believe that digital delivers a higher return on investment than offline advertising. They believe it, but they’re not putting their marketing money where their mouth is.

Digital spend

Looking at the total marketing budget, 51% is going to the digital side, 49% to offline. Why? Old habits and a lack of confidence. Only 27% of those surveyed thought of themselves as advanced digital marketers. Only 19% said they thought their current multi-channel approach was effective. Which means a whole lot of marketers think they could be doing better if they tried harder or had more training.

Facebook gives users the tools to remove ads based on topic

FB Ad ChoicesFacebook is about to launch a new ad preferences tool that will allow users to block ads by excluding specific topics. They say this will makes ads “better” because the viewer will have control over what they see and what they don’t. They say they’re making this option available because “soon” they won’t just be monitoring what you do on Facebook, they’ll also be including data from “some of the websites and apps you use.”

In case you didn’t know that your movements on the web turn into marketing fodder, Facebook has a detailed explanation of how this works:

New AdSense magazine ads turns text into display automatically

As a blogger, I’d rather have display ads than text ads on my site. Display ads don’t just look nicer, they actually add a certain. . . je ne sais quoi to my site that text ads simply don’t have. But, I’m reluctant to check the “display” only box in AdSense because I don’t want to limit my ad money-making opportunities.

Thank heavens, there’s a solution. Introducing the handy, dandy Magazine style ad from AdSense.

This magic tool turns any text ad into a display ad instantly! No buffing. No waxing. No waiting for the paint to dry.

Adsense magazine ads

Here’s how it works: