1:02 PM
Jeff Leitch
Online display advertising accounts for approximately 24% of all online ad spending. While display ads were some of the first online marketing opportunities, they have come a LONG way. Thanks to ad networks, various partnerships and advances in technology these opportunities are ever increasing in sophistication and accessibility. However, your Behavioral Targeted display ads of yesterday are not always accurate and may be wasting ad dollars.
See this article featured on Mashable - http://mashable.com/2012/01/10/targeted-ads-context/.
The Mom who purchased a Hannah Montana DVD is not necessarily interested in Justin Beiber. The Uncle who bought Cars 2 toys for his nephews is still a single, middle-aged man next month. The reality is a computer may even be used by more than one person. Therefore your display ad targeting needs to keep up.
Today effective display ad network campaigns are served via real-time inventory & behavioral data. This ensures the most accurate targeting available. See this article from Frost Prioleau - http://searchengineland.com/the-new-era-of-display-5-reasons-search-marketers-should-care-106937 - that highlights the New Era of Display.
Are your ad network display campaigns served via real-time data? If not, they should be.
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