Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Most advertisers today are going in blind and getting deceived in online advertising. Amid the rise of programmatic online media buys, somehow transparency has deftly managed to slip through the cracks.

Brands and agencies at a recent Digiday event were asked to identify their single largest concern regarding online advertising. Once all votes were in, ad fraud and viewability emerged as the top industry issues keeping execs up at night.

With bots, suspect placements, and cost-transparency issues looming large, heads of digital are beginning to take a closer look at exactly where, when, and what their agencies and ad tech partners are running in their ad placements.

The opacity of the online advertising industry hasn't been adequately scrutinized until now. New technology in the form of placement quality monitoring and video-by-video location databases is beginning to force the realization among advertisers that the somewhat sketchy way things have been so far may not be the way they'll always have to be.

As an advertiser, you have the right to know where your ads are running, whom you're reaching, and how much you're paying. You need clear reporting that boils down to the KPIs that matter for your business.

What you don't need is a "trusted" ad partner charging you an arm and a leg for display ads running at 4 AM in countries where you don't do business or for ads that never get seen anywhere.

Moreover, Google's first-ever ad viewability report [PDF] revealed that 56% of online display ads are never actually seen by consumers. Are you 100% certain that you're getting all the views you're currently paying for?

Who ultimately is responsible for ridding the online ad market of deception and disappointment?

Here's what advertisers should at least consider as they continue to shift media budgets online and search for the perfect technology partner.

Strict Standards 

The Interactive Advertising Bureau (IAB) may define viewability as a minimum of 50% of pixels showing for at least one-to-two seconds, but that doesn't mean you have to. If a 60% video view-to-completion rate is important to you, communicate that KPI to your agency or ad tech partner.

Don't be afraid to get specific about what metrics represent success for your business. The more clearly you lay out what you want at the beginning, the more likely you are to actually get it in the end.

Relationship Economics

Money talk can be tough, but unfortunately, it's up to you to ask how much margin your agency or ad tech provider is making from each media buy. Paying a small percentage to ensure top-quality service, premium inventory, and continual campaign optimization is one thing. Getting practically robbed is quite another.

Finding the One

The same principle should be applied when serving your ad to relevant audiences online. Not all views are created equal, and your ad tech partner needs to spend your ad dollars targeting the right type of consumers for your brand.

Most people wouldn't feel comfortable paying for a lackluster meal at a Michelin star-rated restaurant. Make it clear that you are not willing to pay for low-quality or wildly off-target views either.

Placement Politics

Asking political questions may be taboo in most social situations, but having a conversation with your ad tech partner about precisely where your ads are running online needs to become the norm.

Google's 2014 ad-viewability report notes that above the fold placements have a 68% viewability rate, while below the fold ads have a 40% rate. If your partner can't produce a site-by-site or video-by-video list of placements, it's time to break off the relationship and find someone who can.

* * *

The worldwide media-buying arm of WPP, Group M, has forecast that 50% of the UK's ad market will be digital in 2015. So, make sure you understand where your ads are running, who they're reaching, and what you're paying for.

Continue reading "Know Where Your Ads Are Running, Whom They're Reaching, and How Much You're Paying?" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


ABOUT THE AUTHOR

image of Rob Ciampa

Rob Ciampa is CMO of Pixability, a YouTube ad-buying and video marketing software company. .

LinkedIn: Rob Ciampa 

Twitter: @robciampa 

Advertising Resources

You may like these other MarketingProfs resources related to Advertising.

Navigating Brand Response Advertising in 2022

Brand response and increasing the bottom line no longer have to be mutually exclusive. Brand response advertising combines the best of both worlds. Here's how.

Top 5 Advertising Trends to Watch Right Now

The rise of new channels such as Connected TV and technologies such as voice search have moved advertising in new directions. This article covers five major trends in ad tech today and what advantages they give to businesses.

Global Ad Spend 2021-2022: Where Budgets Are Going

Social media, online video, and search were the ad channels that saw some of the strongest year-over-year growth in 2021, and further growth in spend is expected in 2022, according to recent research from WARC.

The Big Gap Between Channel Ad Spend and Channel Consumption

The share of ad spend going towards TV and social media next year is expected to be twice as high as daily consumption of those channels by audiences, according to recent research from WARC.

CTV Scale Is Here, So Where Are B2B Advertisers?

CTV is one of the fastest-growing digital channels for advertisers and marketers, but B2B companies are still reluctant to embrace it. Here's why CTV can work for B2B.

The Target CPA Hype Is Real: A Checklist for Marketers

Companies are buzzing about the incredible potential of Google's Target CPA tool, which pairs machine-learning and AI to deliver cutting-edge insights and results. But first make sure it fits your needs.