Live from OMMA Display:
On the third anniversary of MediaPost's OMMA AdNets, we broaden our embrace to become OMMA Display in an effort to more fully explore how the rapid growth of the market for display advertising has made it the online industry's new pace-setter. Left for dead at the dawn of the Great Recession as the big money seemed headed for the safe haven of search, the market for banners, big impact advertising and video has become the growth engine for digital marketing. In the first half of 2011, display spending rose sharply -- almost 13% (compared to 8.6% for search) -- fueled both by high-tech targeting and high concept branding.
Display is back and the market is roaring. And it's really a market with two parallel and seemingly conflicting forces at work. While one part of the display industry ferrets out specific audiences in real-time with highly targeted, tech-driven banners, another area of digital advertising leverages premium contexts with high impact, screen-filled creative that echoes the brand experiences of TV and print.
Despite their impressive growth, both tracks of digital display advertising leave many new questions raised and some lingering concerns still unanswered. OMMA Display New York interrogates the industry on the hard issues. Does overly-automated media buying that takes place at nan0-second speeds risk losing the human element to marketing? And are these dazzling architectures of targeting really just elaborate direct response vehicles that are unlikely to unlock real branding budgets? And while the “Rising Stars” of new digital creative formats capture attention, are they really achieving the necessary scale and effectiveness to draw those old TV budgets online? And while both demand-side and high-impact digital ads try to crack the lock on big brand budgets, along comes a real new darling for marketers – video – to become an even bigger growth driver.
The big questions of online advertising involve more than just ad technology and audience-gathering. They involve a wide range of ad units and experiences, the continuing role of premium publishers, their exclusive contexts and richer creative. There are many ways for marketers to achieve true impact on consumers and they all involve the many news arts and science of DISPLAY.
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