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 Mobile Ads are Hot but More Users Say They’ll Click Desktop Ads

facebook adWhen it comes to advertising, everyone’s talking mobile, mobile, mobile but a survey from Analytic Partners shows that on Facebook, it’s the desktop that gets the click.

At the highest level, almost half of the people they surveyed said they occasionally pay attention to and/or click on advertisements in their newsfeeds. They’re most likely (60%) to pay attention to advertisements from brands they already follow on Facebook. 27% said they pay attention to sponsored stories and only 13% noticed those random ads that Facebook thinks they’ll enjoy.

Desktop vs Mobile

Facebook is happy to say that their mobile revenue numbers are up but 85% of Facebook users said they are “more inclined to pay attention to and/or click on a newsfeed advertisement served to them on a computer as opposed to a mobile device.”

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:

Screen shot 2013-11-11 at 8.30.58 PM
Which one compels you to click?

Facebook vs. Twitter: Which One Rules for Mobile Marketing?

Facebook has a lot of users and that equals a huge pool of potential customers – aka reach, but it’s not always the advertising juggernaut you’d expect it to be given its popularity.

Larry Kim, the wise man of Wordstream turned his magnifying glass on the social media giant and whipped up a few charts comparing Facebook to its biggest (little) competitor, Twitter! What he discovered was. . . . (did you really think I was going to spoil the ending? Read on.)

Comparing advertising on Facebook and Twitter is a little like comparing apples to coconuts but Larry did it anyway. (Check his blog post for where he got his numbers.)

twitter-vs-facebook-ad-performance-metrics

Are eBay and Groupon Sponsored Ads Helping or Hurting Small Business Owners?

Last week, I clicked through a link on an email from eBay and found a strange thing  – a string of sponsored links across the top of my listing. Well, they call them sponsored links but they’re much more than that. They’re actually bold advertisements for people who are selling the same things I’m selling.

sponsored links ebay

I did a few experiments and found that when I’m looking at an item detail page as a buyer, these links show up at the bottom of the page, so I probably never noticed them before. But when I click from a listing link in an email, they show up on top. Maybe the concept is, I’ve already bought an item, so these are related items.

Facebook Postpones Auto-Play Video Ads for Now

facebook-icon 1When I look at the announcement that Facebook will be holding back their auto-play video ads until at least next year, the consumer side of me breathes a huge sigh of relief. In more than a few ways the marketing side does the same thing.

Why the relief? In my opinion (not that of Marketing Pilgrim necessarily) I dread the interference of auto-play video in how I use Facebook. It sounds extremely intrusive so I can see it being a headache for personal use. Now, if I feel that way as a consumer, are there more that feel the same way and will get ticked if my ad interferes with their Facebook needs and wants? If there are I would have to wonder if an investment in this offering would be a good thing.

Warning! Warning! The First Instagram Ad is Here. This is Not a Test

instagram first adCan someone tell me when advertising became a dirty word? At their best, ads are entertaining and enlightening. They introduce us to new movies, and products and places to visit. They offer us good deals on cool stuff and they herald the coming of the holidays.

Not all ads are good ads. I get that. And sometimes they do interrupt a perfectly good TV show or app experience or video – but even in the worst cases, it’s a few seconds of boredom and it’s done. But when it comes to a graphic ad – there’s not even a waste or time. Not interested, just move along to the next item.

Yet, once again, a social media company is introducing the ad concept as if it was a coming plague.

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?