WHAT HAPPENS BEHIND THE WALLS OF GOOGLE AND FACEBOOK CAN HURT THE ROI OF YOUR MARKETING CAMPAIGN
Every day, we create a seemingly endless trail of information about who we are and what we like. We watch, share, friend, research, and tweet. Without realizing it, our every move is pinged, tagged and collected to create our unique data profile. For marketers, this information is a proverbial Garden of Eden. It helps identify target audiences and determines the most effective channels to advertise. By leveraging this data, we can influence the success or failure of your ad campaign and provide clues into retargeting to market your products in the future. All that data is compiled by digital platforms vendors like Google and Facebook. Unfortunately, these platforms have long claimed ownership of the data and have been unwilling to share it without heavy ad investment. This has limed the ability to verify or track advertising campaigns.
THE WILD WEST OF ADVERTISING
Marketers often refer to the digital marketing eco-system as the “wild west” – and for good reason. Thanks to the quick rise in mobile phone ownership and multiple platforms available on them, marketers now have a powerful and effective way to reach target audiences, create relationships and generate loyalty. Unfortunately, as the technology and popularity of digital advertising has risen, it has also created serious concerns about accuracy that have undermined the success of ads and compromised returns on investment. The most pressing of these are viewability and fraud.
While there is a tendency to refer to viewability and fraud as similar issues in digital advertising, they are different. Viewability refers to whether your ad was or was not seen on a mobile platform. There are three main reasons why an ad would not be seen: 1) the ad doesn’t load onto the page properly, 2) the ad was able to be pre-empted or ended prematurely by the viewer, or 3) if the ad was placed below the fold, on an area of the page that was not reached by the viewer. Fraud, on the other hand, tends to deal with falsifying click-through rates and other metrics by use of automated bot technology rendering any campaign results as useless since the ad wasn’t viewed by an actual consumer.
COSTS OF VIEWABILITY AND FRAUD
Viewability inconsistencies and ad fraud in digital advertising have profound consequences for marketers. First, they make it nearly impossible for marketers to track a return on investment in digital advertising. Second, it robs marketers of valuable advertising dollars and resources that can be used to reliability reach target audiences. Third, and probably most damaging, it undermines the trustworthiness and abilities of the marketing profession.
PROTECTING YOUR DIGITAL ADVERTISING INVESTMENT
So, what steps can you take to mitigate viewability and ad fraud? The first step is to work with an agency that takes care of your advertising budget as if it were their own. Next, work with an agency that employs an unbiased, third-party, proven and trustworthy viewability-measurement partner. Finally, work closely with your agency to establish a minimum viewability threshold goal for all the media partners where your ad is placed.
At A3, we pride ourselves in our commitment to our proven methods that help our clients increase their viewability and eliminate fraudulent ad billing. To learn more, contact A3 at (610) 631-5500 or go to our website at www.ashleyadvertising.com.