A year ago, I wrote a how-to blog on display marketing called “18 Remarkable Rules to Powerful Display Marketing.” However, if you try to find information on display marketing now, it seems as if every expert is disappointed at what display marketing brings these days. I would like to share with you what 2 experts say about display advertising. One sees light at the end of the tunnel; the other thinks “the bubble is about to pop.”

‘Why Display Marketing is in a Sad State’ If you try to find information on display marketing now, it seems as if every expert is disappointed at what display marketing brings these days. I would like to share with you what 2 experts say about display advertising. One sees light at the end of the tunnel; the other thinks “the bubble is about to pop.” Read the blog here: http://bit.ly/DisplayMSad

Boost ROI on display advertising with phone calls

In March 2017, Emma Bazilian says that display advertising remains an integral part of any online campaign and that the money spent on it is only continuing to grow. She does realize that there are some big hurdles attached to display marketing that advertisers have yet to overcome.

As explained by Blair Symes, who is director of content marketing at call analytics firm DialogTech, the more money marketers spend on display advertising, the more pressure they face to prove and optimize ROI. This a challenge, especially for businesses where phone calls play an important role in the customer journey. A recent study from his company aims to help marketers connect the dots among display advertising, phone call conversions and marketing ROI. They have put their info in an infographic, which you can find below. As you can see, that are still some practical ways to make display marketing work for you and your company.

Display advertising about to implode?

Shane O’Leary does not think the future of display marketing is as bright. In an article of April 2017, he claims the bubble might be about to burst.

He mourns the fact that display advertising was supposed to be the big change for marketing as it would allow marketers to target effectively and measure concisely. He fears none of this has come to pass.

O’Leary says that recently, we have seen the escalation of the slow unraveling of digital ads and that 2017 looks like it could be the industry’s equivalent of the 2008 subprime mortgage crisis, a bubble pop with wide repercussions. The main problem is that less than 0.1 percent of ads served ever get clicked on. Nearly one in three consumers now block digital ads completely.

He claims that it is up to us to ensure it does not wreck advertising’s credibility completely and leave scars for years to come: “We have finally reached a tipping point that could either clean up or obliterate digital advertising. If we react accordingly, with more stringent measures, third party verification and a clearer focus on brand safety, then it could be a good thing. But going on recent history alone, that is going to take a big change in mindset.”

What do you think? Is display marketing still a vital part of your marketing mix?