Digital marketing is evolving at lightning speed, resulting in a plethora of questions, myths, and preconceived notions across the ecosystem. One of the biggest questions: Can brands reach their audiences at scale with engaging rich media ads on exchange-traded inventory?
Adrian Tompsett of DataXu and Adam Carroll of PointRoll teamed up to answer the big questions and extinguish common myths once and for all. The myths busted include:
Myth: Expandables can’t run on exchange-traded media
Myth: Exchange-traded media works best for direct-response advertisers – not for brand advertisers
Myth: Campaign performance is best measured through CPA and CTR
Myth: One size creative fits all
FACT: Expandables have outperformed their static counterparts by an average of 40-50%, and in some cases as much as 120-180%