Using Prospecting Display as a Means to Feed the Remarketing Cookie Pool


In Digital, we are always on the lookout for a new ROI-producing channel.  We willed for that (unsuccessfully) with Facebook organic.  Mobile, while not a channel, continues to vex those struggling with sub-par conversion rates.  Programmatic display provided hope of a new standalone prospecting source that could yield efficient sales on a last-click basis.  Each has a solid place in the marketing mix, but none has emerged as the new high-producing direct response channel of its day.

An exception is that for marketers with a high level of resources and sophistication, programmatic display is that new channel from both a CRM and acquisition standpoint.  It is one of the key pillars to their DMPs.  For medium and smaller digital marketers, though, the amount of resources needed to build and activate a DMP may not be particularly accessible.  Continue reading

Programmatic Display: How to Choose the Best Media Partner

Display LumascapeProgrammatic display is a growing, thriving performance channel in high demand.  Unlike Search which has two core media partners – Google and Bing – with Programmatic there are many potential partners which seemingly provide the same offerings from sources like MediaMath, Turn, Adroit Digital, Quantcast, Rocketfuel, Ad Roll and more.

Knowing how to screen these partners to match to a particular business’ specific needs can yield success.  Here are some key attributes to help when considering the best partner match. Continue reading

Performance Display: 10 Reasons to Love It Now

Peformance display works for generating ROIPerformance display is having its day.

I wish I could say “finally having its day” but can’t because it’s only recently that display has emerged as a bonafide direct response channel.  By “bonafide ” I mean that on a click basis, the display ad units hit the target p&l goal.

As you’ll see below, results for display can be made better by applying some portion of view through revenue to the campaign, Continue reading