I don’t have to tell you how excited (and relieved) I was to see an article with the title, “Why display ads are cool again.” Much to my dismay, the majority of articles I read last year about display advertising (my expertise at LEAP), were not flattering. The general consensus was that display ads are an intrusive and increasingly unsuccessful marketing tactic. As I discussed in a previous blog, some consumers have felt that the tactics used for targeting were kind of creepy and volatile to their privacies.
Will Price, of WidgetBox, gets it though. Price explores the various positive aspects of display marketing, including it’s real-time web presence, dynamic capabilities, and opportunity for granular measurement.
I’ve seen incredibly impactful display ad campaigns served up in the last few years and I have to say that I completely disagree with those who say display advertising is losing all of its flavor. As long as there are vendors like PointRoll and Spongecell exploring the myriad of innovative possibilities, I think display advertising will always have a place in marketing campaigns, digital or integrated.
We can do so much with display advertising if we let our imaginations run wild. Flash games and sweepstakes, photo contests and product carousels, interactive videos and much more.
As long as there are production teams developing eye-catching creative and publishers willing to be flexible with how they present that creative, display advertising won’t die!
[Contributed by Emily Carroll]