ChoiceStream

For most marketers, online display advertising it can’t compare to our search campaigns. But there are some ways to punch up the results. First, this MediaPost article recommends that marketers use real-time bidding and ad exchanges to improve the effectiveness, reach and associated costs of their display ad campaigns. Secondly, display advertisers need to use "Advanced User Intent Determination" or more simply put – targeting (whether it be behavioral, geo-targeting, semantic targeting or even basic contextual targeting). The reason targeting is needed can be found in search advertising, which is partly successful because it has the intent determination thing down pat. Finally, marketers using display need to use the real "Secret ingredient" that "allows us to plug in the pipe of user intent data to do something scalable" through the use of dynamic creative that changes the offer, product or message shown to each consumer based upon numerous variables including peoples’ locations, behavior, and interests. Then and only then will display ad campaigns perform up to the level of search advertsing.View full article at MediaPost