Digital ad fraud, waste, and underoptimization means a large percentage of display and search ads are not "productive" for advertisers. What are the techniques to reduce waste and make the ads more productive.
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Forms of Digital Ad Waste by Ted McConnell Augustine Fou
1. Forms of Ad Waste
Source: Ted McConnell, Brand Innovators Summit
I didn’t get what I paid for:
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10% never get loaded into the browser – Moat
31% are never “in-view” (fraud or not) – comScore
20-80% are off demo target (depending on density) – Nielsen
29% are served to bots – Solve Media
20-40% are over frequency (bots or not) – Audience Science
5-30% are served outside your market geography – comScore
10% (est.) Dwell time < 1 second – SWAG
5% Overzealous Ad Verification (didnt get shown) – SWAG
20% Video: Autoplay, Sound off, Below the fold – TubeMogul
Net using average values and statistical overlap:
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87% wasted
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3. Ted McConnell – Digital Consigliere
“My Goals are to drive, and participate
in the process that yields the winning
vision for my clients. I'm a Digital
Marketing Generalist: I've Run large
organizations, been staff to c-level
executives at P&G, hold 4 Patents,
successfully driven change in Marketing
and Advertising practice in P&G and
other companies.”
ADVERTISING RESEARCH FOUNDATION
MANAGER, DIGITAL MARKETING INNOVATION
AdAge Articles: http://adage.com/author/ted-mcconnell/4334
LinkedIn: https://www.linkedin.com/pub/ted-mcconnell/0/5b5/8a2
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Augustine Fou
4. Dr. Augustine Fou – Technical Forensics
“I advise clients on optimizing
advertising across all channels. One
main area of focus is reducing ad waste
due to fraud – fake impressions, clicks,
leads, and sales – in order to raise ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
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@acfou
Augustine Fou
5. Related Articles
Digital Ad Fraud Briefing
By: Augustine Fou December 2013
Fake YouTube Videos
By: Augustine Fou, December 2013
Ad Fraud Fighting Techniques
By: Augustine Fou October 2013
Fake Linkedin Profiles
By: Augustine Fou, December 2013
How Display Fraud Works
By: Augustine Fou, May 2013
Fake Facebook Profiles
By: Augustine Fou, Dec 2013
How Click Fraud Works
By: Augustine Fou, November 2013
Fake Twitter Accounts
By: Augustine Fou, August 2013
The Magnitude of Digital Ad Fraud
By: Augustine Fou, November 2013
How Video Fraud Works
By: Augustine Fou, February 2014
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Augustine Fou