A recent article by eMarketer discusses the current state and future trends in the area of display advertising. Integration with social media and search are the strongest trends observed.
Tagged 'display ads' 
Retargeting is Great, But It's Just a First Step
Posted by John Nardone on August 6th, 2009 at 12:00 am
I recently read about Didit's Blizzard tool on retargeting. Nice job. It is a low hanging opportunity to tie online search to remarketing. But it's only a first step, and why stop there? Why not integrate all the touchpoints that drive a consumer through the purchase process?.
Ted Shergalis, our co-founder and chief strategy officer, has written before about Ed See's theory that the traditional purchase funnel has become a continuous cycle (most recently in Online Media Daily), with search at its center. The theory posits that a consumer does not just wake up and want to search for a product; rather a stimulus drives one to search. And that's where we need to start as marketers.
Of course, many marketing tactics help create demand, and many of these are offline. When it comes to online, audience-based display advertising is a very useful tool. Audience-based display refers to the approach of buying specific audience characteristics, regardless of the sites on which that audience is reached. The advantage of this approach is two-fold: Extremely high composition against the target demo (low waste) and efficient pricing. In addition, a skilled and technology-enabled buyer can achieve these benefits without compromising reach.
So audience based-targeting... Read more
