Comments on: Why We Believe Display Advertising Is Broken (And What You Should Do Instead)

By: John D.

John D. — Thu, 17 Mar 2016 06:00:35 +0000

I don’t think display advertising is “dead”, but I do think other forms of advertising are both cheaper and more effective. I’d say only bother with it if you’re already utilizing all the other types of advertising that are available.

By: Michael Brenner

Michael Brenner — Wed, 16 Mar 2016 20:59:34 +0000

In reply to Mark Lennon.

Hi Mark,

I do see display as playing a role as long as the “offer” is tested content that has already resonated (social cues) and with targeting / re-targeting. I think “free” content works better than gated but both have a role to play for different objectives (awareness, engagement vs leads). I have helped a couple of clients set this up and it can work depending on the content, the cookie pool and the platform.

By: Mark Lennon

Mark Lennon — Wed, 16 Mar 2016 20:52:28 +0000

I must admit, I’ve never been a huge fan of display advertising. I’m wondering, however, if you see a role for using segmented, targeted display ads as part of the mix of ways to offer content? Does it play a role in an account-based marketing strategy? How about if the display ad is offering an e-book, white paper, or other content (rather than brand awareness advertisements?