CMO Strategies: Marketers from Georgia-Pacific to Samsung Weigh In on Display Ad Strategies, Success Metrics, and Challenges
In the rapidly transforming landscape of digital marketing, display advertising remains a formidable tool in the arsenal of brands. The third installment of Modern Retail+ Research’s 2025 CMO Strategies series highlights how industry leaders from companies like Georgia-Pacific and Samsung are navigating the intricate world of display ads. As they balance traditional display options with innovative email display ads, these marketers share insights on success metrics and the challenges they face.
Display advertising has long been a staple of online marketing, allowing brands to visually communicate their messages to potential customers. However, as consumer behavior shifts and technology evolves, marketers are compelled to rethink their strategies. Traditional display ads, characterized by banner ads and rich media formats, have faced increased competition from newer, more dynamic approaches such as email display ads. These newer formats not only allow for personalized content but also integrate seamlessly into consumers’ daily routines.
Marketers at Georgia-Pacific, a leader in consumer products, emphasize the importance of adaptability. “The digital landscape is continuously changing,” says a senior marketing executive at the company. “We have to be proactive in our strategies. While traditional display ads still hold value, we find that engaging customers through email displays often leads to higher conversion rates.” This sentiment is echoed across various industries, as brands recognize that personalization is key to capturing their audience’s interest.
Email display ads offer a unique advantage: they reach consumers directly in their inboxes, a space where users are already engaged. Samsung’s marketing team notes that their investment in email display ads has yielded impressive results. “Our approach to email marketing has evolved significantly. By integrating display ads into our email campaigns, we have witnessed a notable increase in click-through rates,” they report. This integrated strategy not only drives traffic but also fosters brand loyalty, as consumers appreciate tailored content that resonates with their interests.
However, the shift towards email display ads does not come without its challenges. Marketers face the daunting task of ensuring their content stands out in crowded inboxes. With the average consumer receiving dozens of promotional emails daily, cutting through the noise is essential. The team at Georgia-Pacific shares their insights: “Our strategy involves A/B testing various designs and messaging to determine what resonates best with our audience. It’s a constant learning process.”
Success metrics play a pivotal role in assessing the effectiveness of display ad strategies. Marketers must go beyond traditional metrics like impressions and clicks. Brand awareness, customer engagement, and conversion rates are now essential indicators of campaign success. “We have shifted our focus to a more holistic view of success,” explains a marketing analyst from Samsung. “While CTR is important, we also look at how many customers engage with our brand after seeing our ads, whether through purchases or social media interactions.”
A comprehensive strategy for measuring success includes utilizing advanced analytics tools. Georgia-Pacific has invested in technologies that provide real-time insights into campaign performance. “Having access to data allows us to pivot quickly and optimize our campaigns,” the executive explains. This analytical approach not only improves advertising effectiveness but also enhances ROI.
Despite the advancement in strategies, marketers face ongoing challenges in the display ad space. Ad fatigue, where consumers become desensitized to repetitive ads, remains a significant issue. “It’s vital to keep our content fresh and engaging. We need to innovate constantly, whether through creative designs or new messaging,” says the Georgia-Pacific team. This innovation is crucial in maintaining consumer interest and ensuring that ads continue to deliver results.
Moreover, privacy regulations and data protection laws pose additional hurdles for marketers. The shift towards more stringent guidelines requires brands to be transparent and responsible in their data collection practices. Samsung’s marketing team emphasizes the importance of building trust with consumers. “We prioritize ethical marketing practices. Ensuring that our customers feel secure with their data is essential for long-term success,” they assert.
In conclusion, the landscape of display advertising is evolving, and marketers must adapt to remain competitive. With insights from industry leaders like Georgia-Pacific and Samsung, it is evident that blending traditional display ad strategies with innovative email display ads can yield powerful results. By focusing on personalized content, leveraging advanced analytics, and addressing challenges head-on, brands can navigate the intricate world of display ads effectively. The future of display advertising will undoubtedly be shaped by those who are willing to innovate and adapt to changing consumer preferences.
display ads, marketing strategies, email marketing, consumer engagement, digital advertising