This presentation was put on by PointRoll, a company which makes interactive banner advertising. Here were their 5 ingredients for digital display marketing:
1. Audience
– Research your audience and know what they’re looking for
– Consider more than just demographics, think about context and how they use the web
2. Data
– Using your audience data and knowledge to determine who and how to target ads
– Come up with at least 3 Key Performance Indicators to evaluate success
3. Creative
– The Meijer case study included circular ads within the banner ad
– They are now trying to port viewer data out to billboard. For example, if people are looking at snow shovels on the ad, they’ll use snow shovels on a digital billboard.
– Dynamically generated ads based on user data, which give them a reason to engage
4. Distribution
– Deliver messages across media
– More retail outlets are creating a social shopping experience
5. Performance
– Measure success and give proper credit to display and search – track if people see display ads and then search for item.
