Contributed by Amanda Benoist, Marketing Content Strategist at Goodway Group For years, digital advertising agencies and their clients have seen billions lost to inefficiencies caused by fraudulent impressions. In 2016 alone, ad fraud will cost the programmatic ad industry $7.2 billion, according to a recent ANA finding. While many advertisers have written this off as the cost to play the game, others recommend a better understanding of how invalid traffic is reported in order to begin making a measurable impact in the fight against fraud. We are now at a point where we know ad fraud is multi-dimensional. Non-human traffic, or simple bots, were a primary concern ten years ago, but advertisers today also have to be wary of sophisticated bots, click farms, invisible ads, user anomalies, and much more. And the more sophisticated fraudsters get, the more difficult it is for suppliers and regulating agencies to clearly identify instances of fraud. So how does your programmatic partner know what to buy and what not to buy anymore? First, it’s not easy—there is a lot of gray area. An ad space that looks suspicious but can’t be easily or quickly labeled as fraud might make it into the inventory for one supplier, but not another. For example, past research has measured approximately 38% of all SSP programmatic traffic as invalid. Before you start to throw the baby out with the bathwater, consider this: leading ad verification agency Integral Ad Science has also reported seeing only 8.3% of fraud among SSP inventory. Who is right? It depends on your risk tolerance. If you draw the fraud circle too wide, you may lose out on acceptable inventory and scalability. On the other hand, too much tolerance drives questionable placements and awkward questions from your clients. The reality is most DSPs filter out fraudulent traffic fairly well, but user anomalies still account for a significant amount of fraud that bypasses traditional fraud filters and exchange-level controls. This is questionable inventory that doesn’t meet the strict definition of fraud, for instance, a site that goes from 0 views to 80k views in a single month. Only discerning human analysis can identify suspicious activities like these. Ultimately, experience matters when addressing the challenges of digital advertising fraud. When it comes to identifying and removing fraud, Goodway is even more aggressive than top fraud protection companies. This year, we launched an advanced anti-fraud initiative based on the results from a comprehensive review of our supply ecosystem for invalid traffic and user anomalies. After analyzing billions of bid request data points and purchased impressions through a 10-dimensional algorithm, Goodway has seen fraud results as low as 1% become a reality. How can you close the gap? If you’re ready to protect your client’s brand and your programmatic media budget from fraud, contact us now or watch our recent Goodway Anti-Fraud Initiative webinar and get actionable tips to reduce your exposure and maximize your campaigns. A seasoned marketing pro with years of experience on both agency and client teams, Amanda brings valuable insight and solutions to today’s challenges in strategic communications, digital branding, and social media management. As marketing content strategist for Goodway Group, Amanda transforms complex digital media topics into easy-to-understand resources to keep all advertisers and marketers at the forefront of understanding the evolving programmatic landscape. Her favorite part of the job? She gets to share our compelling story with new audiences each and every day.
If consumers give their blessing, Google will soon merge Chrome and Google app browsing history with Google account information, which could mean enhanced cross-device targeting capabilities for advertisers down the line. Jay Friedman, COO of Goodway Group, reacts to the post in this AdExchanger article.
Goodway Group updated its ad tech guide, 30 Days to Paid Digital Media Expertise, and new marketers and veterans alike will find the latest edition helpful in navigating the complex, ever-changing digital advertising landscape. Bolstered with new branding plus a new layout and content structure, the book deftly explains current industry trends and how they work, everything from mobile geo-targeting and cross-device to private marketplaces, pricing trends analysis, and innovative campaign measurement technologies.
Contributed by Jonathan Mellinger, VP of Enterprise Partnerships at Goodway Group In my last blog post, I explained what beacons were, how they worked, and what types of businesses could use beacons. In this post, I’ll explore considerations that retailers should be mindful of as they develop their proximity marketing solution. The app accesses the customer’s phone’s Bluetooth capabilities (presuming they have them enabled), which allows delivery of a message from the retailer. If we examine this process more closely, there’s really a lot going on:
- First, we are using an app to trigger the engagement experience. But which app? It could be the retailer’s owned-and-operated (O&O) app, or it could be one of many third-party “lifestyle” apps that have partnered with the beacon provider as part of a “network”. Some beacon providers have partnered with an “anchor” app that has tens of millions of active users, like a popular coupon or shopping app. For simplicity’s sake, let’s presume we’re using the retailer’s O&O loyalty app. This presents an ideal use case, one in which the retailer has an engaged and active user base.
- Retailers are obviously sensitive to their customers’ in-store experience. So it’s natural for retailers to ask, “How many of my customers are receptive to this type of messaging?” According to an eMarketer survey from August 2015 (Beacons for Retailers, Beyond the Hype), about 65% of consumers are willing to have stores access their Bluetooth to track them. Swirl, a beacon company, notes that about 60% of people have their Bluetooth permissions enabled. These two stats illustrate a meaningful portion of the population is both enabled and willing to engage with in-store messaging.
- A recent study from eMarketer cites “in-store engagement” as being the top channel for customer engagement by retailers. This dovetails nicely to our final part of the process—communicating with customers. At Goodway, we are proponents of maximizing the value exchange between retailers and their customers. If retailers are going to access a person’s smartphone, then they must share high-value content with their customer. Beacons present an entirely new channel of communication with a customer. The rich engagement that is possible shouldn’t be squandered on coupons; rather, we should encourage clients to provide content relevant to their customers when they’re in the store. New product launches, specialty items, and co-marketing or promotions are great examples of content that can educate and enhance a customer’s in-store experience.
As I mentioned in my previous blog post, proximity marketing is still a nascent market. Beacon vendors or solutions providers are still shoring up their product offerings. By addressing these considerations as part of a proximity marketing strategy, retailers will be able to winnow their vendor choices to ones with a platform that meets their needs and requirements. As one of the founders of EyeWonder, Jonathan has experienced firsthand the evolution of digital advertising from the nineties to the present day. In his Goodway role, he manages partner and vendor relationships, which affords him a birds-eye view of the digital media industry’s emerging technology and trends.
To most CEOs, having a company where all employees work from home sounds like an intriguing idea, but they don’t truly believe it could work, that a business could truly thrive this way. But we have! In this article, our COO Jay Friedman gives his best advice on how any company can embrace the remote workforce model and succeed.
In his AdExchanger Data-Driven Thinking byline, our COO Jay Friedman believes the way to improve client-agency relationships is for both sides to undig their heels, listen to what success means for each other and figure out how to achieve it together – one relationship at a time.
Our COO Jay Friedman was quoted in The Drum’s article about the Association of National Advertisers’ (ANA’s) investigation into rebates and said the following about improving client/agency relationships: “A way to move forward may be for both sides to reassess value and worth, one agency/client relationship at a time.”
Contributed by Amanda Benoist, Marketing Content Strategist at Goodway Group What’s the fastest way to get the big picture of how technology is evolving? Check out the 2016 Internet Trends report from renowned industry analyst, Mary Meeker. At 213 slides, the full report still might be too much to chew. Instead, let us give you a digest of the top five trends that are shaping the future of digital advertising:
1. Don’t judge flat growth rates too harshly.
While Meeker suggests the global Internet adoption rate has plateaued, we’ll remind you that nine percent growth year over year is nearly 643 million new users, with 58 percent of the world’s population still at large. And despite many opinions that developing nations will go straight to mobile when they are ready to access the Internet, reports on Middle East/Africa smartphone growth show the cost-to-income ratio is still too high.
2. Did video kill the radio ad?
Not quite. As traditional and non-tech behemoths push to stay relevant, they are acquiring start-up tech companies to facilitate their transition into the digital market. Yet their advertising budgets remain staked in media of the past. Despite the fact that audience attention has shifted—consumers are now spending 47 percent of their time on the Internet/mobile—the majority of advertisers continue to funnel disproportionate dollars into legacy outlets, like print and TV. Still, overall Internet ad revenue hit $60 billion in 2015, with nearly two-thirds of revenue coming from desktop ads. That’s not to say mobile isn’t exploding too—mobile ad revenue grew by more than 66 percent in 2015. For those early adopters ready to take advantage of the untapped $21 billion mobile market, hyper-targeted ads and cross device targeting will ensure their spend hits the right consumers, at the right time, with the right message.
3. Welcome to the visual era.
At 27 percent, Millennials are now the largest segment of the population. Combine that with their propensity to “earn to spend,” and their consumer relevance will grow dramatically as they reach full adulthood. While newcomers, like Snapchat and Instagram, fulfill the Millennial visual penchant, Facebook still overwhelmingly holds their attention best. Advertisers will need to know how to build visual experiences within these platforms if they want to capitalize on Millennial (and soon to come Generation Z) buying power.
4. Your voice is more powerful than ever.
The average person types only 40 words per minute but speaks at a rate of 150 words per minute, so it comes as no surprise that voice will be the next major user interface. Today, one in five searches on Android devices are voice-activated, largely due to its hands-free and vision-free complement to our on-the-go lifestyles. As voice assistants (think Siri and Amazon Echo) continue to improve in accuracy and latency, Meeker suggests at least 50 percent of all searches will be image- or speech-based within five years.
5. Are we fighting or fueling cybercrime?
Privacy remains a global concern for both consumers and businesses alike, but exploding data usage and “always-listening” voice-command devices are blurring the line between fighting and fueling cybercrimes. What does your business need to know about protecting your brand and your ad tech budget? Register for our upcoming webinar on Fighting Fraud to get the inside scoop—more details to come soon! A seasoned marketing pro with years of experience on both agency and client teams, Amanda brings valuable insight and solutions to today’s challenges in strategic communications, digital branding, and social media management. As marketing content strategist for Goodway Group, Amanda transforms complex digital media topics into easy-to-understand resources to keep all advertisers and marketers at the forefront of understanding the evolving programmatic landscape. Her favorite part of the job? She gets to share our compelling story with new audiences each and every day.
The ad tech world can confound and intimidate digital marketers, experts and novices alike. But having Goodway Group’s newly updated 8th edition of 30 Days to Paid Digital Media Expertise in hand will make it much easier to navigate. In this industry tool, author Jay Friedman, partner and COO of Goodway Group, clearly covers timely complex topics such as targeting, real-time bidding, native advertising, and offline attribution in an accessible manner for all. The easy-to-read guide explains the current landscape of digital advertising and how it works and also delivers keen insights on how marketers can go above and beyond their current efforts to achieve success.
The book’s 8th edition now has a revised content structure, new branding, and an improved layout for even better readability. Inside, find the latest results of Goodway’s ongoing survey, State of Digital Media and the Regional Agency. Learn how regional agencies select digital vendors, measure performance and ROI, and determine how much budget to devote to digital. And discover today’s industry trends and all about the programmatic landscape including mobile geotargeting, cross-device, private marketplaces, pricing trends analysis, and cutting-edge campaign measurement technologies such as offline-online data matching.
Download the 8th edition of 30 Days to Paid Digital Media Expertise here.