Be In The Know Blog

5 Features of Annoying Display Ads (and How to Make Them Better)

Posted by Maddie Thomas on July 17, 2018 at 11:38 AM

Each week we hear a friend joke about banner blindness and pop-up takedowns. They simply click those ads away without regard to the information. Our marketing hearts sink, leading us to wonder how we could have made the content more pleasing — even engaging — rather than yet another annoyance. Thankfully, there are lots of options.

In 2017, the Nielsen Norman Group shared the results of a survey regarding digital advertising techniques completed by adults not involved in IT or marketing-related industries. Variants of 23 display ads were shown on desktop and mobile, then rated. Let's dig into the top five least-liked display ad types, and ways to make them more palatable.

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Topics: Premium Display and Banner Ads

4 Digital Display Ad Trends to Watch This Year

Posted by Jesse McCambridge on March 27, 2018 at 9:53 AM

Targeted digital display ads are booming, with U.S. advertisers estimated to spend $49 billion on them in 2018, according to eMarketer. With digital display ad trends on the rise, now's the time to beef up that line item in your ad spend budget. 

What Are Digital Display Ads Again?

Digital display ads are highly visual and utilize photography, video and graphics, unlike text-based ads. These types of ads are not integrated directly into the body of editorial content, which makes them more prominent and visible.

You see digital display ads in the form of an above-the-scroll or margin banner ad. Sometimes they pop up over the content you're reading. They're generally labeled "Sponsored" or "Ad" so viewers know that they're seeing a paid placement and not something that's part of the website's organic content.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy

The Most Effective Advertising with Display Ads

Posted by Joe Weir on February 9, 2018 at 1:54 PM

Online advertisers have no shortage of options for purchasing ad space online — and those options increasingly feature programmatic inventories serving virtually every type of ad you could want.

According to eMarketer, four of every five display advertising dollars were spent on programmatic inventories in 2017, and it's quickly taking over other types of advertising, too. Adobe Digital Insights reported that programmatic's share of TV advertising, for example, is projected to soon rise from 28 percent to 39 percent in both the U.S. and the U.K.

Options are great, but only if you understand where the most effective advertising can be found. Programmatic ad buying is a much-needed product to serve the ad world, but it isn't always better than direct ad buying. Advertisers need to understand how to choose one over the other in any given situation.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy

A/B Test Strategy: What It Is, and Why It's Such a Valuable Tool

Posted by Jennifer Dragon on November 8, 2017 at 3:21 PM

Your marketing strategy is already turning in great results — performance metrics all indicate that channels are generating ROI for the company.

The temptation may be to sit back and rest on your laurels. After all, you've built a marketing machine that's getting the job done. However, good results don't necessarily mean that your strategy is generating the best results possible.

That's where an A/B test strategy comes into play. Even if you're happy with the results of your current digital marketing strategy, A/B testing is a surefire way to make sure you never stop searching for ways to raise your standards.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

Cox Media Group's Stance on Viewability

Posted by Marian Pittman on February 9, 2017 at 9:46 AM

The world's largest advertiser, Procter & Gamble (P&G), has challenged its agencies to become more vigilant in addressing issues like transparency and fraud in its pursuit of a better, more efficient digital advertising ecosystem. P&G's Chief Marketing Officer, Marc Pritchard, recently spoke at the Interactive Advertising Bureau's (IAB) Annual Leadership Meeting and implored the entire industry to adopt the Media Ratings Council (MRC) viewability standard, leverage third party tools for measurement and transparency, and work with the Trustworthy Accountability Group to help eliminate fraud. 

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Topics: Premium Display and Banner Ads, Video Advertising, Integrated Marketing

What Is Viewability and Why Is It Important?

Posted by Chris Finan on September 12, 2016 at 11:49 AM

You've heard the term thrown around here and there, and you know it's an important metric, but what is viewability? It relates to impressions, and whether or not your audience can see them. This may sound like a straightforward concept, but a lot goes into determining viewability. Understanding how it's determined and why it matters is key for marketers looking to make sure their online campaigns are running as efficiently as possible.

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Topics: Premium Display and Banner Ads, Video Advertising

The Best Call-to-Action Phrases You Haven't Used

Posted by Alyson Phillips on August 12, 2016 at 11:02 AM

Call-to-action phrases (CTAs) can make all the difference when it comes to return on investment. While you want to write compelling copy to engage customers, you also need to figure out how to take that engagement one step further and drive traffic to your site and product pages, which is where CTAs step in.

Check out these five effective call-to-action phrases, and learn why they work and how to write your own. These CTAs don't necessarily have to be the button copy, but they should make your customer want to click.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative, Professional Services

Are Animated Banner Ads Still on the Move?

Posted by Rachel McMullen on August 10, 2016 at 11:19 AM

There are a lot of myths about banner ads out there. While we've already debunked a few of these, today we'll turn our mythbusting sights specifically to animated banner ads. It's impossible to browse the internet for very long without seeing them, but does animation really make banner ads better? Surprisingly, the answer is no. Here are three reasons why:

Flash Is Dead

As far as support and compatibility are concerned, Flash has been on its way out for a long time. Though banners that use Flash-based animation are easy to create, they isolate quite a large audience right off the bat. Adobe has created Animate, which is friendly with all browsers and devices.

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Topics: Premium Display and Banner Ads, Interactive Design & Creative

3 Lessons Marketers Can Learn From Voter Behavior Studies

Posted by Alyson Phillips on August 5, 2016 at 10:57 AM

Election season is here, and while marketers may feel it's harder to cut through the noise of the various local, state and federal elections happening during this busy time, the 2016 election season is actually revealing a number of interesting insights about consumer behavior.

In fact, Google recently published a voter behavior report containing the following three insights:

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Topics: Premium Display and Banner Ads, Paid Search Engine Marketing, Search Engine Optimization (SEO), Integrated Marketing

Back-to-School Marketing Ideas for 2016

Posted by Brooke Moody on July 11, 2016 at 1:38 PM

It's time to start thinking about back-to-school marketing ideas. Retailing Today cited a report that 62 percent of households plan to reduce back-to-school spending this year. So, with these expected cutbacks, how can you get a jump on your competitors to make sure you're ready when parents and students get ready for the first day of school? Here's some ideas.

Kids Love Facebook

Kids influence purchase decisions, so if you want to create a buzz among young people, target students using social media and promote your products where they hang out. According to a report from Common Sense Media, 45 percent of teens and tweens use social media every day. Think about incorporating your products into a Facebook game with a sponsored link.

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Topics: Premium Display and Banner Ads, Social Media Marketing

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