vidasco media blog

Current and Future Trends in Display Advertising

April 26, 2013
Current and Future Trends in Display Advertising

Digital advertising and the banner ad first appeared on the Hotwired web site almost 20 years ago and had an impressive click-through rate of 44 per cent. The advertiser was AT&T and most likely was happy with that response but was unsure as to how it was tom measure the results of the campaign.

Last year showed tremendous growth in the simple banner ad with 4 trillion of them served at an estimated value of $23 billion, accounting for almost a quarter of the total amount of digital advertising spent in the world. The global display advertising market is expected to continue to grow at a rate of 20 per cent per year from 2011 through 2014, driven by rapid growth in online video advertising and social media. ZenithOptimedia which made this forecast also claims that 40 per cent of global Internet advertising will be made up of display advertising in 2014, which is an increase of 36 per cent since 2011. With the inclusion of paid search and classified ads, the overall annual growth of online advertising is forecast to be 16 per cent between 2011 and 2014.

Read full article

Programmatic Buying and What it can do for Publishers

April 19, 2013
Programmatic Buying and What it can do for Publishers

The real-time bidding marketplace has been a big draw for advertisers and publishers most recently due to the targeting and efficiency of programmatic buying. Programmatic buying is becoming a top priority for buyers and sellers and is having a major impact on how buyers and publishers interact. Yet many advertisers and publishers are not quite sure what it is nor are well versed in its process.

Programmatic buying is a way purchasing display ads and digital media that is new in a fashion which is automated using such platforms as trading decks, exchanges and demand-side platforms. It is a way to purchase digital media that replaces the more traditional methods of negotiations, manual RFPs and insertion orders.

Read full article

The Power of Converging Display Advertising with Social Media Marketing

April 12, 2013
The Power of Converging Display Advertising with Social Media Marketing

Social media marketing, wherein social media sites are used to gain attention and web site traffic to a company’s web site, are now being used by many big brands to engage their audiences and spread corporate messages by word-of-mouth. Social media marketing has the benefit that it appears to come from a third-party source which can often be more trusted by consumers. However, this form of marketing has results that are measured more in terms of earned media rather than paid media, so that some smaller brands may have a tougher time tracking the return on investment (ROI) from using social media marketing and may be more reluctant to using it as part of their advertising campaigns. However, social media marketing can be converged with display advertising so that smaller brands can better track its ROI and help deal with the problem of banner ad blindness.

Read full article

Real-Time Bidding and Predictive Targeting

April 05, 2013
Real-Time Bidding and Predictive Targeting

Real-time bidding, a technology introduced just a few years ago which enables advertisers to evaluate and buy every online ad impression individually and instantaneously, is a concept that advertisers have found that works for them because every impression can be placed in front of the right person at the right time and is more cost effective than purchasing ads on an entire web site and then hoping for the best. Many have found that this old way of serving display advertising just does not make a great deal of sense anymore.

Real-time bidding is powered by targeting the user’s online behaviour. Advertisers look to serve ads those who have visited a company’s web site without site retargeting or to those who have found a web site by means of a specific keyword. These type of techniques are considered to be reactionary in that the ads are targeted in response to what users have done online. It can be very powerful as it focuses on what users really do and has enabled online advertising to be transformed into an art and something more qualitative into more of a science of a qualitative nature.

Read full article

Twitter
Facebook
Linkedin
E-mail