The Modern Face Of Display Ads
Marketers, have you been discounting the value of display ads? Columnist Susan Esparza has a wake-up call for you.
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Susan Esparza's latest articles
5 New Year’s Resolutions For Display Advertising In 2015
2015 is racing toward us all, and it’s worth taking a few minutes to think about how you’re going to improve your display efforts when the ball drops on New Year’s Eve. Inspired by common personal resolutions, here are five ways to make 2015 your best year ever. Get In Shape Is your display advertising […]
Care & Feeding Of Creatives
Display advertising is centered around its ad creative. While the technology and channels used to serve ads are undeniably important, without a killer ad campaign, your marketing is dead in the water. Developing fresh creative and knowing when that creative is ready to retire are key to display success. One Weird Trick One day, a […]
Native Advertising: Inspired Or Invasive?
Columnist Susan Esparza weighs in on native advertising, advising marketers to create ads that provide value to users.
Up Close @SMX East: What I Wish CMOs Knew About Search Marketing
Ever wish C-Level execs had a clue about search marketing? Here are the things to educate them about.
Up Close @ SMX East: The 4th Wave Of Content Marketing
Speaker Scott Brinker discusses the evolution of content marketing, including the next wave: interactive content.
Up Close @ SMX East: Everyone’s Wrong About Influence Except Your Customers
Are influencers as scarce as marketers once thought? Not in the age of social media and user-generated content.
Is Your Retargeting Missing The Bullseye?
Even if your display retargeting campaigns are performing well, that doesn't mean there's no room for improvement!
The Retargeting Trap: How Targeting Conversions Hurts ROI
Data are wonderful things. Properly applied, data can provide insights into where to trim budget and where to increase it. Data will indicate what’s working versus what’s not, what’s a signal versus what’s an outlier. And, data help to determine the proper media mix for the overall campaign strategy. Data-driven, performance-based advertisers reviewing their online […]
First Party To Whom? Display Targeting Data Demystified
With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting “first party” prominently as a key buzzword in their positioning. Frequently, this is used in the context of “first-party data” and, in some cases, “operating in the first party” for online advertisements. This has […]