“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
Goodreads | Quote by David Ogilvy: “On the average, five times as many people read...”
Wednesday 22 July 2015
5 Things Marketers Should Know About Bots and Ad Fraud - CMO Today - WSJ
Following on from yesterday's post on Ad Fraud; 'the Association of National Advertisers published the much-anticipated findings of a major online ad fraud study, which it conducted in conjunction with online ad fraud detection company White Ops. The study represents the most comprehensive attempt yet to understand the scale of the industry’s fraud problem, and its impact on big-brand advertisers.
The research, titled “The Bot Baseline: Fraud in Digital Advertising,” examined 5.5 billion online ads purchased by 36 major U.S. advertisers across 30 million websites during August and September. Here are some of its findings:
The research, titled “The Bot Baseline: Fraud in Digital Advertising,” examined 5.5 billion online ads purchased by 36 major U.S. advertisers across 30 million websites during August and September. Here are some of its findings:
- Display ads have a bot problem, but video has bigger issues
- Bots are everywhere
- Bots are more prevalent with programmatic
- Bots are nocturnal
- Bots like some types of content than others'
Tuesday 21 July 2015
Where does he find this stuff...?
Funny by because secretly we all think about this, and yet most of the time we are too polite to do it...
Check out how cupcakes should be at Eclecticity Light
Check out how cupcakes should be at Eclecticity Light
Programmatic Advertising 101: 8
Ad fraud
Why talk about ad fraud in the context of Programmatic
Advertising? Because with removing (or reducing) the human contact in the
booking, ad placement and ad trafficking process, the possibility of ad fraud occurring
increases. It is something not only we should be aware of, but we ought to do everything possible
to circumvent, or at best reduce.
For those unfamiliar with the digital advertising landscape
it may come as a surprise that some of the online adverts that are served may
never actually get to be seen by a human being. A part of this is due to people
opting out (e.g. closing the website before it has a chance to load the ad), or
due to the ad placement being on a part of the page that even though loads, is
not displayed on the visible part of the screen (e.g. the ad is below the
fold).
However another, and a rather larger part of the ads are
never seen because of ad fraud, or in other words non-human traffic. Some
estimate (Reuters)
the volume of this to be 25% of video and 11% of display ads. Some estimates
are higher (WSJ),
although no one knows what the exact number is. However, considering that the
total digital ad market is estimated to be worth $600bn in 2015 (by eMarketer),
even if we only take 1% of that, it is a whopping $6bn that is spent by advertisers yet the message reaches anyone.
For advertisers it's important to ask tough questions from
the DSPs they use on their capability of filtering out fraudulent
activity. For SSPs it's equally important that they vet the sites they do
business with, and for Exchanges to filter out questionable content and or environments.
We are all responsible to fight fraud with adopting new technologies and
safeguards to, if not making it impossible, but at least make it difficult for fraud to
take place.
I see no silver bullet, rather an ongoing commitment to stay
ahead or very close to those who are trying to cheat the system.
Monday 20 July 2015
80 percent of digital advertising to be sold programmatically
Buying and selling all forms of digital advertising is fast being automated by using technological solutions. These platforms allow for faster, more efficient, more cost effective, and more accurate campaign, which is accelerating adoption.
No wonder then that it's predicted that 'as much as 40 per cent of digital advertising in Australia was already sold programmatically, or in an automated way. [Furthermore], in Australia, which was on a programmatic par with the US and Britain, it was likely to reach 70 to 80 per cent in the next few years.' (The Australian)
No wonder then that it's predicted that 'as much as 40 per cent of digital advertising in Australia was already sold programmatically, or in an automated way. [Furthermore], in Australia, which was on a programmatic par with the US and Britain, it was likely to reach 70 to 80 per cent in the next few years.' (The Australian)
Friday 10 July 2015
Rebranding and Google algorithms - a short case study
This is really is a hobby blog. I love it and wouldn't give it up, even if my entries are at times sporadic. It is an outlet to write. Something that grew out of inspiration from him...
Yet, I do click on the traffic metrics every now and than just out of curiosity. And I just realised I've created a first hand case study in the cost of re-branding. My blog address (URL) has changed. No prizes for guessing when.
Google algorithms may pick it up again, but who knows, they might not...
Yet, I do click on the traffic metrics every now and than just out of curiosity. And I just realised I've created a first hand case study in the cost of re-branding. My blog address (URL) has changed. No prizes for guessing when.
Google algorithms may pick it up again, but who knows, they might not...
Monday 6 July 2015
Programmatic Advertising 101: 7
What is an advertising algorithm?
It is a set of rules that instruct a software to perform a certain task. When used by a DSP (Demand Side Platform), among other tasks, algorithms are used to bid for, and secure online advertising placements within certain pricing goals and targeting parameters, on an open Advertising Exchange.
In the online advertising space algorithms are also used for machine learning. When the same DSP's algorithm is used over a longer period of time, this tend to yield more and more efficient results. Such as a better CTR (Click Through Rate), lower CPM (Cost Per Thousand), and lower CPA (Cost Per Acquisition).
It is a set of rules that instruct a software to perform a certain task. When used by a DSP (Demand Side Platform), among other tasks, algorithms are used to bid for, and secure online advertising placements within certain pricing goals and targeting parameters, on an open Advertising Exchange.
In the online advertising space algorithms are also used for machine learning. When the same DSP's algorithm is used over a longer period of time, this tend to yield more and more efficient results. Such as a better CTR (Click Through Rate), lower CPM (Cost Per Thousand), and lower CPA (Cost Per Acquisition).
Saturday 4 July 2015
Greece, a lesson in leadership, and the definition of 'borrow'
The financial situation in Greece is dire, and while this weekend's 'yes' or 'no' vote may have very different outcomes for the long run, one thing is sure: recovery will be hard and long, because successive Greek governments have made a series of popularist decisions over the past decade refusing to cut back, progressively increasing the deficit, and thereby pushing the country and its people into a deeper crisis.
Politicians (not just Greek) should take cues from business leaders. Leadership means tough decisions. 'You need the mental capability and tenacity to knit your inferences into something meaningful, and the imagination to think of new options. And you need the courage to go on the offensive based on your subjective judgments. You can’t be a wimp—make the tough calls.' (HBR.org)
And the Greek leadership didn't. They borrowed beyond their means. But 'where did the money come from? The Greek government and the country’s major businesses borrowed heavily on the international money markets. Among others, they borrowed from French and German banks.' (TheGuardian.com)
They did what? Yes, they 'borrowed', in other words 'took and used (something belonging to someone else) with the intention of returning it'. (Google) And the big question on everyone's (or at least the creditors' mind right now); whatever the vote, 'yes' or 'no', will Greece pay its debt back? Ever? In full?
Politicians (not just Greek) should take cues from business leaders. Leadership means tough decisions. 'You need the mental capability and tenacity to knit your inferences into something meaningful, and the imagination to think of new options. And you need the courage to go on the offensive based on your subjective judgments. You can’t be a wimp—make the tough calls.' (HBR.org)
And the Greek leadership didn't. They borrowed beyond their means. But 'where did the money come from? The Greek government and the country’s major businesses borrowed heavily on the international money markets. Among others, they borrowed from French and German banks.' (TheGuardian.com)
They did what? Yes, they 'borrowed', in other words 'took and used (something belonging to someone else) with the intention of returning it'. (Google) And the big question on everyone's (or at least the creditors' mind right now); whatever the vote, 'yes' or 'no', will Greece pay its debt back? Ever? In full?
Friday 3 July 2015
Thursday 2 July 2015
NYC is the world's media capital
...and interestingly Sydney Australia is not far behind, according to a recent PWC report.
The report includes both online and offline advertising spend as well as spending on internet access, media and entertainment. PWC also suggest that New York's $19.7b is expected to increase by 4.5% pa (between '13-'18), and I can't help but wonder how much of that will be fuelled by programmatic advertising technology.
You will find more statistics at Statista
The report includes both online and offline advertising spend as well as spending on internet access, media and entertainment. PWC also suggest that New York's $19.7b is expected to increase by 4.5% pa (between '13-'18), and I can't help but wonder how much of that will be fuelled by programmatic advertising technology.
You will find more statistics at Statista
Wednesday 1 July 2015
Programmatic Advertising 101: 6
How to choose your programmatic buy side platform (DSP)?
Once you have made the decision to give programmatic media buying a go (congratulations!), you need to choose a DSP partner. There are a number of players out there with different features, support, and cost structure, so how do you decide? Having worked with a DSP, I would recommend to ask the following ten questions from your potential partner:
1. Algorithm track record/ performance history
When did you first launch your algorithm – ie. what’s the length of time of the accumulated algorithmic learnings?
What version is your algorithm up to?
2. Online inventory (reach)
Which exchanges, publishers, SSPs are you integrated with? (Ideally want to see some of the largest ones such as AdX, PubMatic, Rubicon, as well as some who are more specialised, such as SpotExchange and LiveRail (video), Smaato and InMobi (mobile).)
3. Platform features
What in-built targeting options are available within the platform? (As a minimum you’d expect geo, vertical, time/date, website level targeting, device, position and the ability to retarget.)Can you provide a demonstration of the platform to evaluate ease of use of both setting a new campaign up as well as ongoing optimisation? (Such as ease of changing budgets, revising campaign end dates, pausing activity, new creative upload and approval process.)
What reports are available and how easy it is to run these? (as a minimum you’d expect date, impression, click, ctr%, cpc, cpm, conversions, cpa, website)Which 3rd party data providers are you integrated with? (You’d expect to hear Eyeota, Execlate, BlueKai, or DMPs such as Lotame, Krux, etc.)
4. Pricing goals
What campaign goals can I set? (As a minimum you’d expect to be able to set specific CPM, CPC, or CPA goals, depending on campaign objective. It has its own is not a platform feature, or in other words a ‘nice to have’, but a core ability.)
5. Private MarketPlace deals (PMPs)
Do you support PMPs?How good is your matching and response rate? (This is something the DSP can find out from its Inventory partners and is a metric that can directly impact the performance of a campaign that is set up under a PMP.)
6. What type of media can I buy programmatically through the platform?
Ideally you’d like to see the platform being able to handle all approved IAB sizes for display, as well as mobile. You’d also like them to be video certified (currently VAST 2.0) for both display and mobile networks.Some platforms also offer other types of media such as Out of Home, or Programmatic TV and radio.
7. What fraud filtering and brand protection tools do you have?
Do you offer an in-built, proprietary technology which monitors and filters fraudulent clicks?
Which 3rd parties have you integrated into the platform who offer fraud filtering and brand protection? (For example Integral Ad Science offers this at an additional fee.)
8. Available support & upfront training
Do you offer training as part of the on-boarding process?
What ongoing support do you provide and at what fee?
How can I contact you if I get stuck? (You would expect to have a support button in the platform or an email alias where you can log questions and issues. Make sure to check how soon are these emails attended to. The last thing you want is getting stuck, meanwhile the tech team’s response time is 1-2 days, when you have an urgent campaign to push live, which only runs for 24 hours!)
9. Platform fee
Are there any upfront costs?
Do you offer diy and managed service as well?
What’s the ongoing cost of using the platform and what is the pricing model? (Could be a flat fee, or percentage based, or a combination of the two, etc. You have to work out your estimated spend on the platform and what model works best for you. In any case, a DSP should only ever charge for impressions that they have bought on your behalf, which is why probably a percentage based fee is the most fair.)
10. Testimonials, recommendations, case studies
Who have you worked with, and what do they say about you?Have you participated in any head-to-head tests against other DSPs, and if so, are you able to share results?
Once you have made the decision to give programmatic media buying a go (congratulations!), you need to choose a DSP partner. There are a number of players out there with different features, support, and cost structure, so how do you decide? Having worked with a DSP, I would recommend to ask the following ten questions from your potential partner:
1. Algorithm track record/ performance history
When did you first launch your algorithm – ie. what’s the length of time of the accumulated algorithmic learnings?
What version is your algorithm up to?
2. Online inventory (reach)
Which exchanges, publishers, SSPs are you integrated with? (Ideally want to see some of the largest ones such as AdX, PubMatic, Rubicon, as well as some who are more specialised, such as SpotExchange and LiveRail (video), Smaato and InMobi (mobile).)
3. Platform features
What in-built targeting options are available within the platform? (As a minimum you’d expect geo, vertical, time/date, website level targeting, device, position and the ability to retarget.)Can you provide a demonstration of the platform to evaluate ease of use of both setting a new campaign up as well as ongoing optimisation? (Such as ease of changing budgets, revising campaign end dates, pausing activity, new creative upload and approval process.)
What reports are available and how easy it is to run these? (as a minimum you’d expect date, impression, click, ctr%, cpc, cpm, conversions, cpa, website)Which 3rd party data providers are you integrated with? (You’d expect to hear Eyeota, Execlate, BlueKai, or DMPs such as Lotame, Krux, etc.)
4. Pricing goals
What campaign goals can I set? (As a minimum you’d expect to be able to set specific CPM, CPC, or CPA goals, depending on campaign objective. It has its own is not a platform feature, or in other words a ‘nice to have’, but a core ability.)
5. Private MarketPlace deals (PMPs)
Do you support PMPs?How good is your matching and response rate? (This is something the DSP can find out from its Inventory partners and is a metric that can directly impact the performance of a campaign that is set up under a PMP.)
6. What type of media can I buy programmatically through the platform?
Ideally you’d like to see the platform being able to handle all approved IAB sizes for display, as well as mobile. You’d also like them to be video certified (currently VAST 2.0) for both display and mobile networks.Some platforms also offer other types of media such as Out of Home, or Programmatic TV and radio.
7. What fraud filtering and brand protection tools do you have?
Do you offer an in-built, proprietary technology which monitors and filters fraudulent clicks?
Which 3rd parties have you integrated into the platform who offer fraud filtering and brand protection? (For example Integral Ad Science offers this at an additional fee.)
8. Available support & upfront training
Do you offer training as part of the on-boarding process?
What ongoing support do you provide and at what fee?
How can I contact you if I get stuck? (You would expect to have a support button in the platform or an email alias where you can log questions and issues. Make sure to check how soon are these emails attended to. The last thing you want is getting stuck, meanwhile the tech team’s response time is 1-2 days, when you have an urgent campaign to push live, which only runs for 24 hours!)
9. Platform fee
Are there any upfront costs?
Do you offer diy and managed service as well?
What’s the ongoing cost of using the platform and what is the pricing model? (Could be a flat fee, or percentage based, or a combination of the two, etc. You have to work out your estimated spend on the platform and what model works best for you. In any case, a DSP should only ever charge for impressions that they have bought on your behalf, which is why probably a percentage based fee is the most fair.)
10. Testimonials, recommendations, case studies
Who have you worked with, and what do they say about you?Have you participated in any head-to-head tests against other DSPs, and if so, are you able to share results?
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