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.

Are You Making These 5 Banner Advertising Mistakes?

I’m not the first to write about this topic yet marketers from every niche are still making the same mistakes and blowing their budgets on display ads that don’t perform.  So before you call it quits… ask yourself if you are making any of these five mistakes.  If so, pay close attention because this is how you can avoid them once and for all.

Mistake 1:  Not selling to the right crowd    

Not all clicks are created equal.  The goal of your ads should never be about getting the most clicks but rather focus on getting relevant clicks.  What’s the point of a thousand curious clicks when they are not from the people who NEED your offer and who ultimately will make a purchase?  Place your ads on well targeted websites – where your ideal customers hang out.

Yahoo Plays Catch-Up with App Install Ad Test

Yahoo app adWe all know that the fewer clicks that stand between you and your customer, the better chance you’ll have of them completing the purchase. This is especially true for app installs.

Late last year, the number of iPhone apps in the iTunes store was somewhere between 760,000 and a million. A dedicated employee at Gigaom figured out that if you bought all of the paid apps your final bill would total $1.13 million! That’s a lot of cash up for grabs and that’s just a small portion of the total. Add in Android and Windows apps and all of the in-app moneymakers and ads on apps. . . .

Gartner says that by 2017, mobile apps will generate revenue of more than $77 billion, making apps one of the most popular computing tools for users across the globe.

Majority of Marketers Say They Don’t Have the Digital Tools They Need to Succeed

Top PrioritiesThe newly released 2014 Digital Trends report from Econsultancy and Adobe shows that both B2B and B2C marketers are making big changes in the way they reach out to their customers. Unfortunetly, only 23% of marketers believe they have the tools they need to succeed.

Marketers said they were concerned about social media curation tools that block business messages. Others worry that we’ve given customers too many ways to buy exactly what they want so competition keeps growing as customer loyalty fades. But the biggest is the speed at which digital marketing keeps changing.

Said one respondent,

“The creative use of technology coming through the generations [is a key trend]. The 40-year-old marketing director doesn’t have the understanding and natural intuitiveness of the digital natives and so can’t imagine what is coming next. The hyper-connected generation and all its baggage is fast on the horizon.”

SES London: Why Should Small Business Owners Consider Remarketing Ads? [video]

Marketing Pilgrim contributor Gareth Davies was at the recent SES London conference, with video camera in hand.

He sent back 8 short video interviews, which we plan to share over the course of the week. In this video, Gareth asks Guy Levine of Return on Digital about the benefits of remarketing ads.

Google Offers Local Media a Helping Hand with Private Ad Exchange

The internet does a great job bringing people together from all over the world, but we still have a need for local news. For local newspapers, it’s been a rough road of late. According to Pew’s 2013 State of the News Media Report newspaper readership has been on a slow, but steady decline.

Pew ReadershipAnd what happens when readership falls off? Ad revenue follows.

Pew state of news mediaIn order to make up for the decline in print advertising, news outlets have no choice but to pick up the slack with online advertising. But as you can see from this chart, online is far, far away from matching what was lost.

Mobile Advertising: How To Outperform Your Competition

mobileIt’s an epidemic. People everywhere are addicted to their mobile devices.

On average Americans are using their desktops less and spending about 158 minutes every day on their smartphones and tablets.  That’s over 40 full days a year!

While there is definitely a drastic shift in technology usage with 64% of mobile users actually making a purchase after seeing a mobile ad, nearly 74% have yet to receive mobile ads from their favorite brands.

Are you on the mobile bandwagon?  Now is the time to hop aboard or be left in your competitor’s dust.

Let’s take a look at four key strategies to help you optimize your mobile ads and outperform your competition…

1.    Make the move from clickable to tappable ads

Facebook Drills Down for Ad Targeting: Includes Life Events and Relationships

Facebook targetingI’m engaged!

With that declaration Susan just opened the door to Facebook  marketers via their improved Core Audience targeting tool. The local wedding planner can hit her up, the travel agent can send her ads for a Hawaiian honeymoon, and Damian the divorce lawyer can send his contact information. . . just in case.

There’s nothing like behavioral targeting to really help sell, sell, sell.

Going forward, there will be four main targeting areas: Location, Demographics, Interests and Behaviors.

Location is exactly what it sounds like, the ability to target Facebook users in a specific area. That could be as large as a state or as small as a zip code.