ExactDrive News

10 Significant Advertising Topics of 2015

Posted by Tim Nichols

Dec 17, 2015 8:30:00 AM

Over the course of 2015, a number of important trends have emerged in the world of online advertising and digital development. From understanding ad viewability, banner fatigue, and dynamic ads, to making use of new concepts like mobile advertising, video, and social media, every brand is constantly on the search for new ways of making their particular product or service more appealing to the masses.

In the world of marketing, online advertising is always going to be an essential way to improve your brand presence, get your voice heard, and enhance conversions, but in order to stay ahead of competitors, it's crucial that you know the latest tactics and trends in place. For instance, do you know how to utilize retargeting and behavioral targeting as a way of reaching out to your audience on a more personal level? Do you understand the risks that you face with advertising online, and how to fight back against threats like click fraud?

As we approach the New Year, now is the perfect time to cover some of the most significant advertising elements that continue to be in play, so that you can start your upcoming campaign with support from the latest, and most relevant information.

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Topics: Click Fraud, Online Advertising, Ad Viewability, Behavioral Targeting, retargeting, Facebook Advertising, Video Advertising, Mobile Advertising, Conversions, Social Media, Behavioral Advertising, Dynamic Ads, Advertising 2015, Banner Fatigue

3 Important Online Advertising Campaign Strategies

Posted by Sarah Butera

Nov 19, 2015 11:16:10 AM

In a World where the common customer often regards obvious advertising schemes with distaste, it's more crucial than ever to be ingenious in the way you construct your online advertising campaign strategies. Sometimes, getting an ad creative to the right person at the right time is enough of a challenge in itself, and as constant innovations roll into the market, there are ever more complex and confusing options available for reaching out to your audience.

We all know that digital marketing has come a long way over the recent years, but the central questions remain the same: Where is your audience? How can you get them to listen?And what will it take to ensure they engage with your brand?

If you're in charge of an online advertising campaign, then it's up to you to keep pace with the ever-changing landscape of media strategies. Fall behind, and you're likely to lose your customers to your competitors faster than you ever imagined. Following are three of the newest online solutions for advertising that you can consider if you want to stay ahead of the game.

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Topics: Online Advertising, Ad Viewability, Advertising Strategy, Native Advertising, Strategies, Mobile Video Advertising, Viewable Impressions

What Is Ad Viewability and how is it Affecting Your Ad Campaign's Performance?

Posted by Adam Parikh

Nov 11, 2015 9:41:16 AM

Any brand attempting to reach out to consumers in today's increasingly competitive and fragmented media landscape must improve and re-evaluate their advertisements with a focus on brand metrics such as awareness, and ad viewability. Recently, Infectious Media published an infographic that found approximately 54% of all advertising creative goes unseen - and if customers aren't viewing your marketing media - you're unlikely to see positive results from your campaign.

There are various reasons why impressions go unseen - as just because a company places an ad, doesn't mean that people will see it. For instance:

  • The viewer may click onto another page before the advertisement loads
  • The advertisement may load on a place outside of the viewer's browser window
  • Viewers access the page on a mobile device for which the content is not optimized

The historically low rates of viewability event in online media today is one of the many reasons why the marketing industry has been working to establish a standard metric for viewable impressions. Experts suggest that being able to optimize ad viewability could deliver as much as a 50% uplift in seen ads.

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Topics: Ad Viewability, Ad Campaigns

Ad Viewability Versus Above-the-Fold Targeting: Which Matters More?

Posted by Tim Nichols

Sep 14, 2015 8:00:00 AM

What does the concept of ad viewability mean in the context of strategy? And what makes it more significant than above-the-fold targeting? Viewability is more important in digital marketing than ever before. But why? A large percentage of marketers still judge the effectiveness of their advertising campaigns by tracking the cost per thousand and click-through rates. Though this may work for some, unfortunately, the results of such an analysis are easy to skew. Various forms of digital advertising are beginning to see an increase in fraud, thanks to bots.

Lately, many scientific studies agree that "your ad being seen" is more important than your ad getting clicked. The simple reasoning behind this is that an advertisement is useless unless it can be seen. With this in mind, the concept of ad viewability continues to gain momentum within the tech industry.

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Topics: Online Advertising, display advertising, Ad Viewability, above the fold targeting

3 Facts About Online Ad Viewability You Must Hear

Posted by Tim Nichols

Jun 15, 2015 9:00:00 AM

Ad viewability is a buzzword of sorts. But it’s a buzzword that is grounded in logic. Because any conversation about ad viewability is really a discussion about how a campaign has performed.

Online ad viewability is attracting a lot of attention from advertising who are becoming obsessed with who is seeing ads. Viewability-based metrics are being forensically studied, but in doing so, aren’t we missing the whole point about advertising? Namely, that advertising isn’t an exercise in vanity. Brands shouldn’t be chasing views, but instead focusing on putting the right ads in front of the right people at the right time.

Advertisers are often reluctant to pay for low-viewability inventory, while the topic of the day always seems to be wasted ad spend. Ad viewability is an important subject matter, but only in the right context. To that end, here are 3 things about online ad viewability that need to be addressed.

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Topics: Ad Viewability, Banner Ads, Partner Spotlight, Wasting Ad Budget

The Changing Face Of The Online Marketing Industry - StartUp Beat

Posted by Tim Nichols

May 29, 2015 1:24:38 PM

This article appears as a guest post on StartUpBeat.com.

It’s been almost half a decade since the Internet overtook television as the preferred medium for advertising, and with the advent of ever-more sophisticated mobile delivery mechanisms, 2015 promises to be yet another big year for online marketing. Perhaps the only thing getting in the way of this otherwise inexorable momentum, however, is the persistent lack of transparency undermining the industry.

First, the good. Most businesses have already established some sort of online advertising presence–even if that only extends to do-it-yourself social media outreach–and those businesses that haven’t increasingly understand the need to take their advertising arms digital. Spending continues to rise, both in raw terms and in relation to the overall marketing and advertising sector. And given the deepening popularity of e- and mobile commerce, there is no reason to expect demand won’t, also.

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Topics: Media Buying & Planning, Click Fraud, Ad Viewability, Online Marketing

ExactDrive And DoubleVerify Partner To Offer Online Media Verification Solutions

Posted by Eric Greener

May 18, 2015 6:16:00 PM

When it comes to online advertising campaigns, effectiveness is clearly everything. No business wants to waste any of their ad spend, that much is obvious. But what other areas can we look to improve ROI? The trouble with many online ad campaigns is that there is often a lack of visibility. It can be hard to make data actionable and to create consistent, meaningful measures. That is to say, there’s often a lack of accountability. ExactDrive's partnership with DoubleVerify helps us provide our advertising clients with media transparency and accountability that delivers the absolute highest level of impression quality for maximum advertising performance.

Campaigns are very much seen as either a success or a failure. But like a lot of things, it’s not always black and white - there are also shades of grey. And with online ad campaigns, there are lots and lots of shades.

However, why not let DoubleVerify shed some light and help you out?

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Topics: Click Fraud, Ad Viewability, Company News, Partner Spotlight, DoubleVerify, Online Media Verification

Why You Should Invest In Ad Viewability

Posted by Adam Parikh

Mar 19, 2015 12:27:00 PM

What metrics are you currently using to measure the efficacy of your display ads and rich media investments? Clicks, dwell time, actions, or a combination of the all? Can the “impressions” metric tell you if an ad is even seen in the first place?

If you don’t know, it’s time you got up to speed. Lets discuss ad viewability and what it is all about.

You can measure all the current display ad metrics you want and pay money based on them, but you may well be paying for ads that don’t ever get seen. This is because you’re paying for served impressions, rather than guaranteed viewed impressions.

Viewable Impression Measurement Guidelines

Debates around the issue of ad viewability have been raging in the marketing industry for several years now, culminating in the release last year of the Media Rating Council (MRC) and Internet Advertising Bureau’s (IAB), Viewable Impression Measurement Guidelines’.

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Topics: Ad Viewability, Viewable Impressions

The Biggest Problems With Online Advertising And How You Can Fix Them

Posted by Tim Nichols

Mar 12, 2015 8:00:00 AM

Digital marketing plays an ever more central role in most business's marketing plans. From retargeting, to social; there are plenty of creative and cost effective ways to get your brand under the noses of hundreds, if not thousands of potential customers.

However, despite the many benefits of touting your brand on the internet, online advertising continues to be plagued by fraud and viewability issues, as well as low creative standards, leading critics to question its effectiveness, and future.

Is online advertising broken?

Some say that display advertising has some fundamental problems that may never get fixed. They argue that it suffers from low click-through rates (0.1% on display ads), widespread click fraud and low viewability – (only half of the ads served online are actually seen by users). Concerns have also been voiced about the "creepy" nature of retargeting, irritating pop-ups and the prevalent use of ad-blocking software.

So is it broken?

We don’t think so. It’s just suffering from an image problem, and progress is already being made to fix the issues. For example, the Media Rating Council (MRC) and the Internet Advertising Bureau (IAB) recently released their ‘Viewable Impression Measurement Guidelines’, which set out parameters to measure viewable impressions. They state that 50% of pixels must be in the viewable portion of an internet browser for a minimum of one second, (two seconds for video ads), to qualify as a ‘viewable’ display impression.

By adopting this standard, marketers and publishers will benefit from the improved quality and accountability of their digital advertising efforts.

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Topics: Click Fraud, Online Advertising, display advertising, Bot Traffic, Ad Viewability

What the Heck Is Ad Viewability?

Posted by Eric Greener

Feb 19, 2015 8:00:00 AM

Do you knowexactlyhow many people are viewing your online ads? No? Well its sad to say that it’s probably a lot less people than you think. In fact, a study by Google found that more than half (56.1%) of online display ad impressions are not seen by consumers. This means that you may have effectively been throwing your digital ad money away.

Impressions verses viewability

Advertisers have traditionally used impressions as a metric to measure ad performance. Yet many of these impressions result from page visits in which the visitor never actually sees the ads, either because they’re displayed too low, or worse — the impression is down to a bot.

The way around this is to embrace ad viewability - which looks at whether an ad is actually in-view to readers on publishers’ websites.Advertisers that embrace ad viewability over impressions will learn which placements are worth the investment.

Above-the-fold (ATF) impressions, for example, do not promise ad viewability. In fact, less than half of ATF impressions are actually viewable, due to the fact that: Many visitors start scrolling down as soon as they visit a page and see top ads for less than a second and ad vendors self-categorize what constitutes “above” and “below” the fold, which can persuade clients into over-paying for a less-than-suitable placement.

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Topics: Click Fraud, Bot Traffic, Ad Viewability, Banner Ads, Impression Discrepancies

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