Cover Story: Media Usage Survey 2015
It seems that this marketer wasn't alone in emphasizing the relationship side of things. In the responses, we noticed that word come up quite a bit—especially partnered with "mobile." "It's all about personalization," said another response. "Mobile, social and digital offer tons of opportunities to send more personalized messages."
The Rebirth of Online Display Advertising
Display advertising overall appears to be blooming. Search engine marketing, advertising on outside websites and social media advertising are all fairly similar mediums—and a rising tide is lifting all the boats in this harbor.
While there's much to-do over the rise of "Programmatic," the data seen in Chart 5 doesn't really support a correlation between the display boom and programmatic. With 69 percent of our respondents saying that they don't use programmatic tools with their advertising strategy, and another 45 percent noting that retargeting doesn't make the cut, it's hard to pin down what's behind the emphasis on display ads.
Although, speaking of logic and programmatic, one response said that "2015 marks a shift in focus from operational and programmatic refinement to promoting and marketing services. This year, it is all about implementing different logic-based strategies to cultivate business." We do wonder if the elements of programmatic ad buying are helping lift display advertising, even if that's not the word respondents use to describe what they're doing.
Not so long ago, online display advertising looked like it was on the way out. Marketers had seen clicks dwindle to just about nothing, and conversions were even worse. Today? Not only are marketers still using display ads, they're using them well.
One key to this revitalization is that the technology behind online advertising has gradually improved. Even without labeling itself as "programmatic" or "retargeting," technologies like AdWords have managed to reduce fragmentation in advertising at a time where exactly the opposite should be happening. This has occurred because even as the amount of content online—and therefore space for ads—increases at an astonishing rate, ad platforms are integrating tools which grant them increased reach across display mediums.