©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Google laid out “three laws of display advertising physics” — a play on the theory of relativity, fusion and perpetual motion — to help advertisers understand upcoming changes. The concept fits into events shaking out in the advertising industry as display ads continue to evolve, and as they become more creative and cost-effective and easier to deploy for both online and mobile devices. Each lengthy and detailed method offers similar ways to achieve advertising and marketing goals, depending on how the agency or brand manages the campaign.
Marketers that rethink how they connect with people will drive the most effective campaigns in this new era, according to Neal Mohan, vice president of product management at Google. “Whether it means partnering with technology providers to buy better, or exploring the infinite possibilities of today’s creative units, embracing new media and technology provides a key way for marketers to differentiate and grow their businesses in a new universe,” he wrote.