Getting Beyond The Banner
Great display advertising is not built by machine alone. Big and familiar media continue to provide the clean, well lit places where most brand marketers want to reside. High impact creative, deeply integrated campaigns, and lasting relationships with customers still don’t come from “real-time bids” across “demand-side platforms.” Direct sales relationships, trusted media contexts, and richly imagined messaging are still the bedrock of advertising anywhere. OMMA Premium Display puts the spotlight back on the fundamentals of online brand building in this tech-driven age of DSPs, RTB, DMP and “big data.”
OMMA Premium Display explores how media buyers and planners along with major publishers define and leverage “premium” now. Are the waves of high impact and creative ad units really moving the needle for brands? Is the recent trend towards “native ad units” that slipstream into different modes if use really scalable? And will the inevitable move towards the “viewable impression” change the economics of display and the design of the Web page itself? Traditional display advertising is alive and evolving online. OMMA Premium Display goes way beyond the banner in search of the next stage in online advertising.