Category Archives: Display Advertising

Apr 02

When should you deliver a brand campaign as fast as possible?

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fast-face-internet

If your campaign objective is to deliver a rather complicated message, sometimes we use sequential messaging to deliver it in little pieces, one at a time. Through traditional media, these would be delivered sequentially over time assuming everyone consumes media similarly. For example, creative one would run for one or two weeks in print or television, followed by creative two for a similar period after that. Continue reading →

Mar 26

Deliver my campaign as fast as possible? Why?

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turtle hare

As you are undoubtedly aware, ad servers used to deliver online display campaigns come with many options and possibilities. One of the options is the pacing of the campaign. You can either set it to deliver evenly, or as fast as possible. Continue reading →

Sep 18

Digital Marketing Priorities: #7 Optimize

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G

Any and all significant investment you make, be it personal of business related, merits that you pay attention to its performance to ensure proper working conditions and to highlight any learning that could enable you to perform better at the same or lesser cost. Continue reading →

Sep 11

Digital Marketing Priorities: #6 Building and maintaining branding

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principles-2

Once your permanent direct response campaigns are set to capture all types of “easy sales,” you now need to turn your attention to the future. It is one thing to capture today’s business, but you also very importantly need to establish your brand in people’s mind so that you are present in people’s mindset for their future demand. Continue reading →

Jul 10

What should be your digital marketing priorities in 2012?

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prioritize_sign

With all the new possibilities constantly emerging in digital (online, mobile, gaming…) marketing and advertising, it’s easy for marketers to get a little lost, distracted and even focus on what’s really important, what should come first, and next and so on…
This is my effort to weed through everything and to put it in an order which I believe makes sense and is logical. Should you have additions or other ideas, please do not hesitate to share them with me in the comment box below. This may be the first edition of my “Digital Marketing Priorities” on this blog, but I’ve published two prior versions (additionally to this one) on my French blog (http://fr.titaninteractif.com) over the past couple years. Continue reading →

Jun 27

Last Month in Real-Time Bidding news

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sitescout

Sam’s daily shared real-time bidding, demand side platform and ad trading desk ecosystem news articles & retweets Continue reading →

Jun 12

Extraordinary growth of RTB in Canada

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rtb ad inventory growth & share WW by country 2012Q1

Real Time Bidding is all the rage around the world and Canada is no different. eMarketer recently published a report on the explosive growth or RTB around the world quoting new data from Forrester, IDC and Accordant Media. While some agencies have been using RTB to some extent in the last year or two, most are still grasping at the very concept of what this is, how it works and what it can really do for them. At the same time, publishers are worried this is just another way to commoditize their inventory, further driving down CPMs. Ad networks however are quick to catch on to the potential this represents to them and they are jumping in with both feet. Continue reading →

Jun 05

Local online ad spend in Toronto and Victoria

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borrell

The rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend. Continue reading →