You already know that having a strategic online presence is essential in the contemporary advertising environment. This isn’t because its trendy, it’s because of the myriad of opportunities the online marketplace provides for businesses of all sizes. Programmatic digital marketing allows marketers to deliver timely, well-placed content to the right people on the right channels for the right price. This is a much more efficient use of your time, human resources and money.
So, you’ve setup a nice website and a few social media pages and started running ads, but your return on the investment hasn’t been so great. Where’d you go wrong? Well, capitalizing on the digital marketing opportunity takes more than just having a presence and delivering ads. It’s about crafting a brand experience that your audience will remember. Consider the following tips to go from ad bust to surplus!
In 2012, adoption of Programmatic Media Buying was still in its infancy. From my perspective, CPM’s were declining on most publishers, Social Networks created a new source of ad inventory, Ad Networks were failing, more inventory was being launched to exchanges and many Sales Reps were challenged with balancing the sales of upfront buys (direct reservation buying) vs. programmatic buying. Mostly agencies and some brands were starting to dip their toes in the programmatic waters. Luckily, I was fortunate to be part of one of them at Scottrade. No, not the Scottrade Center where the Blues play, but the online discount brokerage.
For the first time, Coegi attended CES in Las Vegas earlier this month – the blackout couldn’t stop us! What we’ve found is the world is changing rapidly, and it’s only getting faster and faster, every day. Here are 3 takeaways that may or may not have anything to do with advertising…
Earlier this year, the UK publication, The Times, reported that government-funded advertising from the Home Office, the Royal Navy, the Royal Air Force, Transport for London, and the BBC appeared in front of extremist videos on YouTube. This resulted in a UK cabinet restriction on YouTube advertising that then extended to more than 250 UK brands suspending their campaigns from GDN & YouTube. Most recently, the protests have extended into the US with high profile brands like AT&T, Verizon and Johnson & Johnson pulling GDN and YouTube funds as well.
More recently, Adidas and Mars stopped their YouTube buys after a Times piece wrote that ads were being served against content featuring children with inappropriate user comments. YouTube responded with a comment that they were working urgently to de-monetize this content.
There is much being said across the digital advertising industry about how serious the ad fraud problem is. Having been thoroughly involved in the digital advertising industry for the last 12 years and since the inception of programmatic advertising, I feel I can confidently share some frank observations about digital ad fraud in an effort to provide a pragmatic viewpoint on this matter. I have also included multiple links to respected industry sources on this topic in an effort to be as thorough and objective as possible.
#1 – THE AD FRAUD PROBLE IS 97% PREVENTABLE RIGHT NOW
There is no ‘silver bullet’ that exists today to prevent bot traffic. However, a conscientious implementation of best practices in regard to the use of supply vendors and site lists, combined with IP blocking and monitoring through a best-in-class brand safety technology and rigorous human analysis of site placement and log files, will consistently deliver digital campaigns with fraud rates below 2%-3%. (more…)