Marketing Pilgrim's "Display Advertising" Channel

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Google Displays Dominance in Display Ads

posted on September 20, 2012

You gotta love Google.

Everyone wants to hate them for any number of reasons. They are evil. They are anti-competitive. They are this. They are that.

That’s fine because people still have a right to express their opinions freely (for now). But what the real story is about Google is that they keep chugging along and leading in categories that do one thing really well: they make money.

The search dominance we know. The mobile dominance is a matter of opinion (iOS is the premier platform but Google owns over 90% of the mobile search market. You decide which one is more important.). But the one area that we often overlook is their leadership in display advertising.

eMarketer is reporting that the display lead which they say belonged to Facebook last year, is now Google’s AND the future is looking like that lead will only grow.

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In Advertising, Consumers Trust Earned Over Owned

posted on September 17, 2012

When it comes to information about a product or brand, the personal recommendation trumps all else. That falls under the category of “earned” advertising. Your product was worthy, so you earned the respect of a consumer, who in turn, passed that good word on to their friends and family. It doesn’t get better than that.

The downside, is that “earned” advertising has to come when it comes. You can’t make it happen on schedule, so that’s where “paid” and “owned” come in.

Take a look at this trust chart from Nielsen and we’ll talk about it on the other side.

It’s a given that consumers don’t put much stock in paid advertising, but look at mobile dragging its knuckles at the bottom of the chart. Mobile phones and tablets are the hottest thing in tech right now, but people are almost universally shunning the ads they see there.

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Can You Hear Me Now? Facebook Searches for New Reach Metrics

posted on August 28, 2012

If a man stands on the corner and shouts a message through a megaphone, everyone who walks past him will hear the message. That’s reach. He talked, they heard it, but did they listen?

Let’s say he’s shouting about a sandwich deal at a local sub shop. If one person who heard him decides to eat at the sub shop instead of the pizza place next door, then we have a winner. But if 900 people walked by and still passed on eating at the sub shop was it worth the cost of the man and the megaphone? Probably not.

The trouble is, no one can predict what a crowd will do, so you put out the best pitch you can, roll with the odds and hope for the best.

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What Role Will Display Play in Electing A US President in 2012?

posted on August 22, 2012

This will be a good year to be in display advertising. Why? Well, the industry will be able to show just how much the numbers increased in 2012. But those who are thinking real hard will know one big reason as to why there will be an increase. It’s a presidential election year in the US. What’s that mean? Political dollars heading for display to help sway votes. Display will get an election year bump.

comScore took a look at the current spend and the patterns we are seeing from the Obama (incumbent) and Romney (challenger) camps.

(I made sure the graphic was aligned in the center of the post so our readers didn’t think we had a slant either to the left or the right ;-) )

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Survey Says Old School Ads Won’t Cut it on Facebook and Mobile

posted on August 16, 2012

Ah, the lowly banner ad. It’s been sitting there in the sidebar doing its job for more than a decade and still it gets no respect.

A recent survey by Harris Interactive on behalf of MediaBrix shows that modern web surfers simply can’t get behind those ultra square boxes of static information anymore. They want something new and different.

72% of Facebook users said they prefer ads that are immersive and interactive. They want to be entertained, tickled, or rewarded for learning more about a brand. And 60% said that goes for mobile, too!

Modern consumers are saying yes to ads because they understand that it’s the best way to keep their beloved apps free of charge.

87% of Facebook app users prefer free Facebook apps versus 13% that prefer paid apps that contain no advertising.

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Display’s Future Hinges on Integration With Other Digital Channels

posted on July 25, 2012

The online world is becoming less and less ‘siloed’ (I am pretty sure that is a ‘made up’ word but I am sticking with it) each and every day. While some individual marketing activities carry merit as a standalone function, it is safe to say that most digital marketing efforts don’t achieve their maximum result without being integrated with other online marketing activities across platforms and channels.

It’s this very reason that our advertising offers here at Marketing Pilgrim, which grew up as primarily display, are now intended to help advertisers through content development as well as promotion through various other digital channels (Interested in learning more? Contact us about Marketing Pilgrim channel sponsorship opportunities today).

A recent study from eConsultancy and Responsys, as reported by eMarketer, show just how marketers are taking this awareness from theory to application.

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Advertisers Go Gray as the Balance of Power Shifts in the US

posted on July 19, 2012

AARP (formerly known as the American Association of Retired Persons) is on a quest to get advertisers to include their demographic in more campaigns. Using tag lines such as “I may be creased, but my money is crisp,” they hope to persuade advertisers that there’s a profit to be made in the over fifty market.

Since the dawn of time, advertisers have sought out the younger buyers since they were the ones with discretionary cash. But these days, there aren’t too many 20 years old who are flush with the green stuff. 53% of recent college grads are unemployed or underemployed, the worst its ever been in the last 11 years. So why are advertisers so keen on pitching to a crowd of over-educated, broke young folks? Habit, mostly.