Rumours of the “death of display” have been greatly exaggerated.
Left dormant or dwindling as the worldwide recession drove marketers to the tried and true ROI of search, display advertising has roared back against predictions of decline. In the UK alone, spending was up 13% in 2011 and finally broke the billion pound mark.
Mediapost ventures from its U.S. home base across the pond for the first OMMA Display Europe.
It’s a tale of two online display markets.
On the one hand premium, high impact units and video on major media destinations are luring brand dollars. Meanwhile, a very different ad economy has emerged in the past few years that leverages massive quantities of user data, ad exchanges, real-time bidding and programmatic buying, claiming to target people rather than media site pages. How do these two worlds of online display mesh, if at all, to proide a clear path forward for digital advertising and marketing?