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Leveraging Online Ad Verification to Drive Marketing Success

Leveraging Online Ad Verification to Drive Marketing Success . iMedia Brand Summit. March 8, 2011. Verification is Much More Than Brand Safety . Inappropriate Content. Ad Placement. Geo-Targeting. Regulatory Compliance. Fraud. Geo-Targeting. Competitive Separation.

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Leveraging Online Ad Verification to Drive Marketing Success

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  1. Leveraging Online Ad Verification to Drive Marketing Success iMedia Brand Summit March 8, 2011

  2. Verification is Much More Than Brand Safety Inappropriate Content Ad Placement Geo-Targeting Regulatory Compliance Fraud Geo-Targeting Competitive Separation

  3. It’s a Complex Ecosystem • How Can Every Impression Be Accounted For?

  4. Online Advertiser Concerns • Concerns for Brand Safety Span Verticals Source: Winterberry Group Survey ‘To What Extent is Brand Safety a Meaningful Issue for Advertisers in the Following Verticals?’

  5. Regulations Across Categories • Pharmaceutical • Ads served outside of the U.S. • Financial Services • Positioning of products • Alcohol • Advertising to individuals under age 21 • Travel • Adjacency to sensitive content • CPG • Advertising to minors • Corporate Branding • Image protection

  6. Brand Safety is Paramount • Advertisers Choose Safety Over Scale

  7. Compliance Issues Penetrate Every Corner of the Market • 31% of impressions are non-compliant within an average campaign • International Traffic • Inappropriate Content • Off of approved site list • Regulatory compliance • Hyper-frequency • Incorrect section targeting • Fraudulent sites with invisible iFrames

  8. Key Insights from the UM and DoubleVerify Partnership

  9. 2 Ways that UM Runs with DoubleVerify • Real-time Blocking + Monitoring • Block impressions on high severity sites, e.g. pornography • Monitor impressions on medium & low severity sites • Monitoring • Monitor all severity and remediate based on performance • Receive non-compliance reporting by partner on a weekly basis

  10. Blocking Harmful Impressions Effectively and Strategically • Total impressions blocked: 3.37% (5 million impressions) • Strategic blocking avoids the choking of campaigns No client can afford even the smallest amount of harmful impressions in a campaign ! Source: UM Client 2010 End of Campaign Report

  11. Looking for Higher ROI? Verify! Cost Savings The client saved $1.2 million from campaign verification* Verification efforts have blocked and helped negotiate make goods on hundreds of millions of wasteful impressions Brand Protection Blocking and monitoring campaign non-compliance protected brands from potentially irreparable brand damage. Source: UM Client 2010 End of Campaign Report

  12. The Risk of Inappropriate Content is Real • Without blocking, ads can appear on content that is deemed inappropriate by the client. Source: UM Client 2010 End of Campaign Report

  13. Verification Drives Campaign Performance • As non-compliance incidents decrease, CTR increases • A 61% decrease in non-compliance…. • ….drove a 21% increase in campaign CTR! Source: UM Client 2010 End of Campaign Report

  14. Not Just About Inappropriate Content… • Below the Fold (BTF) Incidents • 48% of campaign delivered BTF • Invest in higher performing placements to drive campaign performance • Multiple Ads Incidents • 35% of campaign was delivered on pages with other ads from the same brand • Adjust campaigns to prevent consumers from seeing competing offers • International Impressions • Approximately 45 million impressions were delivered outside of the U.S. Source: UM Client 2010 End of Campaign Report

  15. Communicate With Media Partners • Be transparent with media partners • Communicate how verification will be used prior to campaign launch • Agree on vendor and methodology • Include any necessary terms in MSA or IO • Understand that this technology is evolving • Manage internal and external expectations • Be prepared to address trafficking and reporting issues Communication is Key

  16. Managing Verification Post Launch • Monitor reports daily • Share results with media partners on a regular basis • Don’t wait until end-of-campaign • Avoid surprises/make-goods • Give media partners access to reporting • Course correct during campaign • Run a full analysis after campaign is complete • Review discrepancies, finalize next steps

  17. 2011 and Beyond… • Verification will become a standard part of most network buys • Makegoodlanguage will be built into IO’s, outlining next steps when violations occur beyond a specified threshold • Ad networks will offer verification proactively, as a value added service

  18. Thank You!

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