Display Advertising

Brand Safe. These two words have been the root cause of more lost hours of sleep for me than I care to imagine. Branding is top of mind for most companies today, and with good reason -- a great brand is one that not only generates awareness, but also builds trust and relationships prospects and customers. On the surface, achieving brand safety seems so simple: find and display advertising to the right business demographics on brand-safe Web pages. Once you dig into it, you quickly realize you’ve...

One of the biggest challenges of content marketing is catering to the busy schedules of your prospects without sacrificing valuable insight. It’s all too easy to lose sight of this fact—that is, until someone on your sales team emails you saying, “Yeah….that 17-page “Guide to Generating Leads with Display Advertising” you just wrote? It’s great and all, but I what I really need is a 2-pager on the same topic.”

Does this sound familiar to anyone?

Comprehensive guides definitely have their place in...

If you’re just starting to learn about Bizo and what we offer, we help marketers reach and engage business professionals, wherever they travel online. How do we do this? At the core of the Bizo platform is online business audience data -- specifically anonymous business demographic or "bizographic" data including a business professional's industry, company size, job function, seniority, and more. Advertisers can use this data to target specific business audiences through display advertising and...

As is true of many start-up companies, Bizo has changed tremendously since its inception in 2007. One of the most notable changes is the sheer growth of our team—what was once comprised of just a few guys in a tiny office in downtown San Francisco is now a 59-person company, with employees spanning the country from Hawaii and Washington state to Nebraska and Ohio (as well as “real” offices in San Francisco, NY, and Boston).

In our non-stop quest to attract top talent, we’ve brought on some real...

I recently spoke to the NY Times about how political candidates can use targeted online display advertising to precisely reach their audiences—in this case, voters. While the article focuses on how geo-targeting, online behavioral targeting, and even voting records are being used to determine how many of today’s political ads are being targeted, one of the biggest opportunities lies within the ability to target voters not just as residents of a specific state or by which websites they tend to...

There’s a lot of content out there about the “typical” marketing/sales funnel when it comes to business purchases. Marketers put a lot of weight on this funnel, as it can be a good indicator of what type of content we should provide, how often and in what ways we should nurture leads, and what sort of marketing investments we should make in various online marketing channels.

But it’s always good to have a reality check. Bizo recently migrated to a new blogging platform, and I thought this...

Fast forward to today. Thanks to the Internet, smaller companies now have access to the same mass marketing opportunities, reaching and exposing their brands to broad audiences. In addition, the...

Today, B2B marketing is largely a process of driving visitors to a website, and often to specific landing pages within that website. Whether a marketer is using email, search, webinars, display ads, or a combination of all of the above, the ultimate goal is to bring a visitor to their website to purchase a product or fill out a form for more information. A ton of work and budget goes into creating the campaigns that convince users to come to a landing page, not to mention the fact that roughly...

But lately we’ve been thinking about what it might look like if we were to take transparency even further in the online ad space. What would it be like if with every ad you saw online, you knew exactly how...

The most promising – and most practical – form of next-gen measurement is multi-channel media attribution. Multi-channel attribution is measurement of how all marketing channels affect the actions of a prospect or customer. For example, a multi-channel attribution model would measure how adding a display ad campaign to search and email...