Four of the best brains in display advertising say it's a format that has plenty of heart - and that it will continually improve its ability to resonate with customers, creating a bond as well as a click. OMMA'S Carrie Cummings gets Neal Mohan, vice president, display advertising, Google; Dean Harris, managing partner, Silvermine Marketing; Corey Gottlieb, managing parter, Targeted Social; and Ekapat Chareonlarp, vice president, IDG TechNetwork talking about display's soft spot.
Google is Goliath, and in many people's eyes, Facebook (especially after the drubbing it took following its lackluster IPO), David, despite that fact that Facebook passed Yahoo in U.S. display ad revenue in 2011 to become the top ad-selling company, according to eMarketer. A February 2012 report from eMarketer found that Google had also passed Yahoo to settle in at the No. 2 spot at $1.71 billion in revenue to Facebook's $1.73 billion. And by 2013, the projections indicate Google will begin to leave Facebook and the rest in the dust, with Google's revenue from u.s. display predicted to reach …
Perhaps we're fascinated by how many Subway sandwiches athletes like Michael Phelps and Apolo Ohno get to eat. Or maybe we're impressed that the chain recently won the stamp of approval from the American Heart Association, the first fast-food restaurant to do so. Or maybe we're just suckers for a company that seems happy to spend any of its $358 million ad budget on baby-talking firefighters eating avocadohh. Whatever the reason, omma caught up with Subway cmo Tony Pace before he left for the London Games, to explain how he's making his budget decisions these days.
Advertisers are more vocal than ever about what's wrong with mass marketing. But defining the reverse - with so many ways to pinpoint, segment and sub-segment customers - is no day at the beach, either. A recent study at the CMO Council found that while 60 percent of cmos say they are focused on reaching buyers in more relevant and contextual ways, only 15 percent believe that the companies they work for are doing a good job at finding and integrating information about their customers from disparate sources.
Display advertising is getting weaker, with a flat to declining return on investment for marketers, says Rex Briggs, CEO of research and analytics firm Marketing Evolution. He sees the most effective spending starting with mining customer insights to build brand advocacy, using social media and branded content.
The deeper we got into planning this issue of omma, devoted to display advertising, the harder it became to wrap our brains around the way the field has changed. To an extent, it's because the field has gotten so complicated, and those who specialize in it seem to delight in using a level of jargon that is practically impenetrable to most of the marketing world. Then there's the whole pseudo-Wall Street element, with some people tossing around more trading-desk references than Gordon Gekko. (Writers p.j. Bednarksi, "Analyzing Attribution," p. 24, and Laurie Sullivan, "What is Premium, Anyway?," p. 18, shed …
A driver with an automatic transmission has made her choice. What goes on under the hood - not the person behind the wheel - is going to decide how the car will move forward. That's the way it is for digital marketers and ad agencies, with the whole business built around all systems firing at once, with millions of advertising decisions and transactions that are made almost instantaneously.
Remember the last time you left a Web site because the allure of clicking on a banner ad promising lower interest rates if you could punch the monkey was just too great? Me neither. Beyond punching primates or offering people the opportunity to don pajamas that they can live in that are also jeans they can sleep in, display advertising seems to come from a place where kicking the proverbial door into our Web viewing experience is seen as acceptable.
No one can argue that marketers aren't using mobile: Mobile spending has passed both email and social media, and it's expected to reach $8.2 billion by 2016. (And consumers are warming up to it, too, with mobile commerce projected to be $31 billion in five years.) But few companies are marketing well: Many simply repurpose their online ads, missing out on the true potential of the mobile audience. In Mobilized Marketing: How to Drive Sales, Engagement, and Loyalty Through Mobile Devices (Wiley; May 2012) Jeff Hasen, Hipcricket's chief marketing officer, helps advertisers get to the issues that will really drive …
At this time last year, I received one of the most cursory story assignments in my (mumbles into sleeve)-year career in journalism. As opposed to the usual assignment sheet, with its formal thesis and bullet-pointed topics for inclusion and potential lines of inquiry, it read thusly: "Find out why online display advertising sucks." A student of suckery in its various iterations and guises, I embraced the challenge, stopping just short of defacing the ads that line the top and sides of top Web sites Perez Hilton-style.