If you’re old enough to remember the early days of the commercial Internet, think back to what the advertising landscape looked like. In the late 1990s and early 2000s, ad units were limited to simple banners and animated graphics. Looking for a way to stand out and make an impression among audiences, marketers learned to [...]
The digital advertising industry is one driven by jargon. We all seem to speak a secret language that outsiders can’t understand. The challenge, however, is that the marketing landscape is evolving really, really quickly. Given the speed at which companies in that ad industry are changing, it’s important that we take a step back and [...]
It’s well known that the digital video ecosystem is undergoing explosive growth. The reason? Unlike the world of mass-market world of television, the digital ecosystem brings a new value proposition to the table: the ability to measure ROI with a high degree of precision. And with programmatic tech, advertisers can ensure they are reaching their [...]
As the IAB’s 2016 Video Ad Spend Study points out, marketing investments in original digital programming have more than doubled since 2014. And one-third of these dollars are going towards native ad opportunities. Anecdotally, the trend makes sense: marketers across verticals consistently cite increased ROI as the top driver for growth. Thanks to cross-platform targeting [...]
Once upon a time in the world of mass media, ‘broadcast’ was the name of the game. The most successful advertisers were the ones that could reach the widest audience at the most efficient price-points. But years of market research soon revealed that broadcast campaigns were less effective than marketers originally thought. More and more [...]
One of the biggest challenges in marketing today is the fact that human attention spans are getting shorter as time passes and channels for reaching consumers are becoming more fragmented. The amount of content online today is almost immeasurable, and people have access to infinite distractions. In addition to investing in owned channels, brands need [...]
Ad blocking is the arch nemesis of all marketers who are fortunate enough to have a budget for running paid campaigns (talk about making our jobs even more complex than they already are, right?). When we put our consumer hats on, it’s justifiable why this technology exists. Consumers have been dealing with years of scummy [...]
Native video ads are becoming a core strategy for brands and publishers across the board, and the reason why is self-evident: storytelling, in all forms, is a powerful way to build authentic human connections. Thanks to emerging syndication, video seeding, and targeting technologies, the native video space is booming. What was previously impossible to balance—a [...]
