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An Inconvenient Truth: Your Advertising is Invisible

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A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on.

With this has come a new wave of quality control issues for online advertisers. According to recent research from ComScore, 31% of banner ads don’t ever have the chance to be seen.

So how many banners really go unseen? Here is a summary of 2011 online advertising in the US, based on data from ComScore: [Read more…]

7 Point Checklist for Retargeting Campaigns That AREN’T Creepy

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Online Marketers are Creepy, but they don’t have to be! Last week, I shared the results of an informal survey about banner ads promoting a site or product you recently viewed. More than 90% of the people I spoke with had a distinctly negative view of these ads and the few that liked them were marketers.

However, retargeting does not need to make online marketers creepy. Here are 7 points to keep retargeting from turning you into a creepy marketer. [Read more…]

Online Marketers are Creepy

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A creepy alligator has been stalking me. Yes, an alligator. Ads for HostGator, perpetually offering 20% off, have been on nearly every site I visit. Unfortunately for HostGator, I already chose a hosting provider, and now, I’m tired of HostGator’s advertising and their alligator mascot.

Retargeting ads are inexpensive and for online direct marketers, they usually perform very well on click rate, conversion rate and cost per conversion metrics. However, like companies that once used telemarketing during the dinner hour, some companies are focusing on measurement and forget about their audience. [Read more…]