Thursday, September 22, 2011 | 6:45 AM
Few would argue that online display advertising is playing an increasingly important role in the marketing mix. While we frequently talk about how the vast majority of our top advertisers have run a Google display campaign in the last year while continuing to increase their investment, today we’re shining a light on some specific examples.
For each brand we’re highlighting today, display was an integral part of their broader marketing strategy. To make it work, they tapped into a robust display advertising toolbox and applied targeting, creative, measurement and optimization solutions that made the most sense for their campaign objective. Let’s take a look at the results.
Airbnb increased the number of nights booked from 800,000 to 2 million with help from remarketing on the Google Display Network and TrueView video ads on YouTube. (Read case study)