Build The Web Page Around The Display Ad

by Laurie Sullivan , Staff Writer @lauriesullivan, July 23, 2013

Creativity and storytelling in display ads work. The media needs to find its place on the page and in the attribution funnel, according to Jason Sperling, exec creative director at RPA. He led off the day with a keynote on storytelling, one pixel at a time. "Think of display ads as a layer cake," he said. Everyone touching the ad has the opportunity to make it better. Get people to voluntarily opt-in to the experience.