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.

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.

Content Theives Rake in a Quarter of a Billion in Ad Dollars Per Year

Small Content theftIt’s 2 o’clock. Do you know where your ads are?

According to the Digital Citizens Alliance, a large number of your legitimate ads are working to support online content thieves. They estimate that these rip-off sites will earn around $227 million in annual ad revenue. The 30 largest sites that specialize in downloaded movies, music and TV shows will each make more than $4 million.

Even if you don’t agree that download sites cut into entertainment industry profits, is that where you want your ad dollar to go?

Amazon and Others Turn Images into Advertisements

Amazon Shop Now ToolThis past week, Amazon gave me the option of trying out their somewhat new “Publisher Studio” management tool. The tool went online this past November and the name is totally ridiculous because it doesn’t give you a clue to what it’s all about. (Which might be why I didn’t notice it before.)

What it does is turn your website / blog images into affiliate links for related products with a small “Shop now” button in the corner. This example is from my TV site. To make it work, I had to install a special toolbar (not so thrilled about that). You also have “enable” the toolbar – another pain. Apparently clearing my cache, which I do regularly, turns off the toolbar so I have to go back to Amazon every time to turn it back on.