J-P De Clerck looks at the role of display ads in the inbound marketing and social media era. Please share your thoughts.
Next month, IAB Europe organizes its annual Interact Congress, this time in Barcelona. As you know, the IAB, in Europe at least, is predominantly about interactive advertising (yes, it’s in the name of the organization).
For a few years, I’ve been posting now and then on the blog of the event and, after a break, I started again this year. But what was I going to write about, especially in regard to the more traditional forms of interactive advertising like display ads and even search engine ads (do you still spend PPC budgets on AdWords? I rarely do, CPL too high). What is, in fact, the role of online advertising, and more specifically, display advertising in a world where inbound marketing increasingly rules?