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Display ad spending rose above $10 billion for the first time in 2010 and is poised to produce even more growth in 2011. One of the strategies driving that growth is the practice of homepage takeovers. According to a recent report by Macquarie, homepage takeovers accounted for 26 percent of all homepage ads across portal sites like Yahoo, AOL and MSN in Q4 2010, up from 18 percent in Q3 2010. As display advertising strategies continue to shift, agencies must have insight into the online ecosystem and act strategically to produce the best return for their advertisers in the long term.
This session provides insight into strategic online display advertising, including case studies that highlight ways to gain intelligence on the display ad landscape and how to leverage that during media planning.