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.

Cyber Monday Facebook Ads Pay Off Big Time for Marketers

Facebook advertising is one of those things that people either swear by or swear at. If you’re in the first group, get ready with an “I told you so.” If you’re in the second group, get ready for a surprise.

A report from social advertising platform Kenshoo shows a huge spike in Facebook ad performance over the Black Friday weekend.

kenshoo facebookCheck out those mountains! 13x to 15x more revenue from Facebook ads on Black Friday and Cyber Monday. Wow. i shall never speak harshly about Facebook ads again (in 2013.)

Looking at the entire weekend, Cyber Monday delivered 29% of the revenue from Kenshoo’s social media ads.

cyber monday kenshoo

Facebook Rolls Out Autoplay for Paid Video Ads. This is Only a Test

facebook video adsAttention! Attention! This is a message from the Facebook Marketing Alert system. This is only a test.

Starting right now, some people, when scrolling through their newsfeed on their PC or mobile, might see some video ads that start to play automatically.

Facebook tested the idea first with videos that were shared from person to person. When the videos started automatically they saw a 10% increase in engagement.

For marketers, this is a good thing. Not only does engagement increase but at the end of every video ad is the option to watch several more video ads. All the marketer needs to do is create a video captivating enough to leave people wanting more.

AdSense Offers 434,216 New Ad Unit Sizes

AdSense has introduced the next step in responsive ads which is customer ad sizes.

A post on he AdSense blog tells us

Today, we’re happy to announce the launch of 434,216 new ad unit sizes! Or in other words, we’ve just made it possible to create custom ad sizes to give you more flexibility and enable you to better design your content for your users.

Custom sized ads behave just like their standard size counterparts, showing a text or display ad depending on which is likely to have the best performance for the impression.

For text ads, we’ll determine the optimal number of text ads to display for a given impression, and show the ads the same way they appear inside standard sizes. Our system predicts the value of each competing ad for every impression, based on historic performance and comparison across a variety of scenarios. For unique ad unit sizes, our system will need some time before it can optimize the number of ads shown.

This is how those text ads might look

Text ads in AdSense

The same is happening for display

FTC Organizes a Workshop On Native Advertising and Confuses Itself

Scratching headYeah, the headline is correct. The Federal Trade Commission is trying to put together its case for or against native advertising. Unfortunately, the agency isn’t sure about the true nature of native ads and admitted as much following its own conference. Leave it to a government agency to, in effect, confuse itself.

Adweek reports

A day-long examination of native advertising left regulators with no clear direction about how to police what has become digital media’s hottest ad format.

The Federal Trade Commission, which organized the workshop, has been bringing cases against ads masquerading as editorial content since 1917 (the first case was against a newspaper ad for an electric vacuum cleaner). But digital media has put what the FTC once termed “masquer-ads” on steroids.

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.

Yahoo Offers Native HD Image Ads and YouTube Makes Takeovers Work on Mobile

Modern display advertising is a balancing act. You need an ad that is “native” enough so it flows seamlessly through the surrounding content without annoying the viewer but at the same time it has to be different enough to pop and grab the viewers attention.

Yahoo and YouTube are both experimenting with some new options that, at a glance, appear to work quite well.

Yahoo Image Ads

Yahoo just launched this new type of ad that fits neatly into the ever-popular slide show. They say the ad “harnesses the beauty of HD images for vivid, personal and emotional brand storytelling.”

I find it funny that they use the word “vivid” then use a softly muted photo as their example.

FiatImageAd3Cropped1-630-USE

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.