Winners and losers in a rapidly consolidating digital advertising market

Good News for digital ad sellers:  Digital Advertising is expected to finish the year with a year-to-year growth rate of 11.5% in 2017 and grow again in 2018 by 11.3%.  That information comes from GroupM/WPP, the world’s largest buyer of advertising.  Magna (IPG Mediabrands) pegs 2018 digital growth at 13%. Bad News for digital ad … Continue reading Winners and losers in a rapidly consolidating digital advertising market

A Closer Look: Facebook over-estimates reach by dramatic numbers

Maybe you saw the headline:  Facebook claims it reaches more people in the U.S. than actually live in the U.S.  It’s pretty startling when you realize, according to a report from the Video Advertising Bureau, that Facebook claims to reach 39 million U.S. adults age 18-24… when there are only 31 million that live here … Continue reading A Closer Look: Facebook over-estimates reach by dramatic numbers

Can 2 second video views actually drive sales?

P & G – acknowledged as the world’s largest advertiser – says their data reveals the following about digital video ads: The average ad is viewed for 1.7 seconds. Remember, that’s the AVERAGE Only 20% of all ads are viewed for 2 seconds That means that 80% of all ads are viewed for less than … Continue reading Can 2 second video views actually drive sales?

Do you trust audience measurement data?

Trying to accurately measure audience against a plethora of cable, satellite, over-the-top, mobile, tablets, Roku, AppleTV, and on and on is no doubt a difficult task.  To date, it hasn’t happened.  Everyone in the research sphere will tell you they can estimate based on algorithms and assumptions – but nobody has it figured out. Recently, … Continue reading Do you trust audience measurement data?

Just how prevalent is social media for small businesses?

Just how prevalent is social media for small businesses?  It’s fair to say it’s nearly universal.  Nearly 87% of small business owners say they use Facebook for marketing, according to a new survey from G2 Crowd via eMarketer. So, how’s it going for them? There are mixed results here.  38% said it was the most … Continue reading Just how prevalent is social media for small businesses?

Can 2 second video views really be effective at driving sales?

P & G – acknowledged as the world’s largest advertiser – says their data reveals the following about digital video ads: The average ad is viewed for 1.7 seconds. Remember, that’s the AVERAGE Only 20% of all ads are viewed for 2 seconds That means that 80% of all ads are viewed for less than … Continue reading Can 2 second video views really be effective at driving sales?

Facebook: Tracking your in-store visits and serving ads?

When ads target you on-line from where you’ve gone in the real world If clicking on a website once and having its ads stalk you wherever you go on-line wasn’t enough, now there’s real world targeting.  Go to a physical store and they’ll re-target you online. Now Facebook appears to be getting in the game.  … Continue reading Facebook: Tracking your in-store visits and serving ads?

Programmatic ad buying continues to rise, but is it really an efficient way to buy advertising?

I’ve written a lot about Programmatic Advertising over the past four years because of the rise in usage among media buyers.  While recognizing the efficiency, I’ve also cautioned against eliminating the direct buy of premium websites from name publishers. There’s no arguing that more people are using programmatic – machine-driven – advertising to place their … Continue reading Programmatic ad buying continues to rise, but is it really an efficient way to buy advertising?

If Programmatic Ad Buying is the future, why are advertisers not buying it?

We’ve heard so much about “Programmatic Ad Buying” in the past two years, it’s almost become a joke around our place.  Everybody tells us it’s coming and we’d better be ready. If you’ve ever bought a self-serve Google ad or a Facebook ad, that’s really the kind of thing we talk about when talk programmatic … Continue reading If Programmatic Ad Buying is the future, why are advertisers not buying it?

World’s largest advertiser cuts $140m in digital ads and grows sales

The world’s largest advertiser – Procter & Gamble- has been vocal about concerns over where its online ads are running and who’s clicking on them made a startling announcement at the end of July. After spending a third of its ad budget last year online – and watching sales diminish 8% - the company announced … Continue reading World’s largest advertiser cuts $140m in digital ads and grows sales

Ad Copy that sizzles and sells

GUEST POST:  Adrian Posner, Posner Marketing A successful marketing plan relies heavily on the pulling-power of advertising copy. Writing results-oriented ad copy is difficult. There is no magic formula to write perfect ad copy.  So how is any writer supposed to pen a piece of advertising copy that sizzles and sells? Know the Basics Grabs … Continue reading Ad Copy that sizzles and sells

In today’s media world, you need to be a Multi-Platform Seller

If you needed more proof on why you need to be a Multi-Platform Seller (MPS) to be successful in advertising today, look no further than Borell's Annual Survey of Local Advertisers. It's no longer traditional media or digital, it's a mix of both.  74% want a package that works. 74% buy digital and traditional together … Continue reading In today’s media world, you need to be a Multi-Platform Seller

Mixing GPS location data with advertising

The privacy folks are about to have a whole lot of new things to worry about.  We’ve all been cyber-stalked by ads following us around the internet.  Publishers put a pixel, in most cases, on their website that tie into their ad network buys.  This allows them to track where else we go on-line and … Continue reading Mixing GPS location data with advertising

Is the advertiser boycott of YouTube over?

Money talks.  Most of the advertisers boycotting YouTube are back in the advertising tent, according to Digiday.  MediaRadar said General Motors, Johnson & Johnson, AT&T, Verizon, and Walmart have ads running on YouTube right now. Major brands pulled their ads from YouTube after worries about brand security and where their ads will be shown.  Google … Continue reading Is the advertiser boycott of YouTube over?

Despite a year warning, publishers and ad creators aren’t ready for Flash ad end dates

The Interactive Advertising Bureau advocated for an end to Flash video ads by July 2017.  Instead, it wants advertisers to use HTML5.  Google jumped into the fray by stopping accepting Flash ads as of April and announcing an end to grandfathered Flash ads this July. So, with two months to go, how’s it going?  Not … Continue reading Despite a year warning, publishers and ad creators aren’t ready for Flash ad end dates

Disconnect between what ad agencies think and what real people do

What percentage of average people in the U.S. watch video content on their TV set (versus other devices)?   250 advertising executives were asked that question.  They said 25%.  Umm.  The number is actually 82%. Research Now did the study on behalf of the Video Advertising Bureau (VAB).  They surveyed 250 ad executives (71% agency, 29% … Continue reading Disconnect between what ad agencies think and what real people do

Heavyweight advertisers join the Google/YouTube boycott

The boycott Google movement may be gaining some ground.  Ad Contrarian Bob Hoffman reports that AT&T has now announced it will pull all display ads from Google properties.  This comes on the heels of some of the U.K.’s biggest advertisers, including the government and The Guardian newspaper, pulled its ads from Google and YouTube. It … Continue reading Heavyweight advertisers join the Google/YouTube boycott

With growing advertiser complaints, Facebook agrees to third-party measurement

With rising unhappiness among advertisers and ad agencies with Facebook’s measurements and its resistance to third-party verification (see list below), Facebook blinked. It now says it will commit to an outside audit to verify data accuracy. “We are committing to an audit by the Media Rating Council (MRC) to verify the accuracy of the information … Continue reading With growing advertiser complaints, Facebook agrees to third-party measurement

World’s largest advertiser tells digital agencies to fix the problems or else

The largest advertiser in the US (and the world), Procter & Gamble, just shook up the digital advertising industry. "The days of giving digital a pass are over," said Marc Pritchard, Chief Brand Officer at P&G, at the IAB Annual Leadership meeting.  He’s mandating new requirements for digital agencies and media if they want to … Continue reading World’s largest advertiser tells digital agencies to fix the problems or else

Facebook hit with another lawsuit over misrepresenting video ad metrics

You may not have heard of the high-tech company, Quirky, which filed for bankruptcy and then starting selling off its assets in 2015.  You may, however, have heard of Wink, a home automation hub.  Quirky was an early innovator and high flier in the home automation business, but it couldn’t survive on its own.  It … Continue reading Facebook hit with another lawsuit over misrepresenting video ad metrics

Advertising groups say online “opt-in” rules violate First Amendment

Is advertising protected speech? And can internet companies use your personal information in advertising without your permission? These answer to these questions seems to be yes if you agree with the advertising trade associations that are asking the FCC to change its opt-in privacy rules for online service providers. The Association of National Advertisers, the … Continue reading Advertising groups say online “opt-in” rules violate First Amendment

Facebook ads are “far less viewable” than expected

Ever since Facebook admitted it had problems with key measurements, advertisers and agencies have been looking more closely at the metrics and what they mean.  What they’re seeing is not that great. Drew Heuning is the director of digital ad buying for Omnicom, one of the world’s four largest ad buying agencies.  Speaking at a … Continue reading Facebook ads are “far less viewable” than expected

Twitter now admits flawed video ad counts, some off by 35%

Bad metrics have many advertisers worried about whether they’ve been spending their dollars smartly on-line.  Facebook’s multiple admissions that the numbers were wrong hasn’t done anything to assuage the worry.  Now it’s Twitter’s turn in the barrel. Twitter admits it incorrectly measured video ads running on Android devices.  The measurements were off by as much … Continue reading Twitter now admits flawed video ad counts, some off by 35%

Biggest ad fraud in history?  Hackers stealing $3-$5 million dollars a day using video ads

White Ops security researchers have exposed the most profitable and advanced ad fraud operation ever seen by the industry. Dubbed "The Methbot Operation" after references to "meth" in the code of the bot itself, a group of operators has siphoned off as much as $180 million from major U.S. media companies and brand advertisers. Controlled … Continue reading Biggest ad fraud in history?  Hackers stealing $3-$5 million dollars a day using video ads

Big advertising agencies under investigation by Department of Justice

The investigation into price fixing at major ad agencies just got bigger with the number of agencies publicly announcing they have been contacted by the Department of Justice. Three of WPP’s subsidiaries have received subpoenas from the Justice Department relating to antitrust claims.  By revenue, WPP is the world’s largest ad company.  Others said to … Continue reading Big advertising agencies under investigation by Department of Justice

A complete overhaul of digital ad units

Deciding which size ad to run on the internet can be confusing.  300 x 250, 728 x 90, 468 x 60… does size matter more than placement?  It’s especially difficult in the mobile space and, quite frankly, the industry standards haven’t kept up with the way people are consuming content (mainly mobile). So the Interactive … Continue reading A complete overhaul of digital ad units

Digital marketing needs dramatic improvement

Almost three-quarters of marketers surveyed say they are unhappy with the state of online advertising.  73% of brand marketers and media agency executives say the consumer experience with digital marketing needs to be improved. The report is from the IAB (Internet Advertising Bureau) that’s bullish on digital media.  In its study of 280+ brand marketers … Continue reading Digital marketing needs dramatic improvement

Google loses accreditation for viewable impressions

You may have never heard of the Media Rating Council (MRC).   It was established in the 1960’s as part of US Congressional hearing on accuracy of audience research.  The MRC’s mission is to make sure the audience measurements being used by media are valid, reliable and effective. So when the MRC pulls its accreditation for … Continue reading Google loses accreditation for viewable impressions

Digital advertising is under fire right now

Yes, digital advertising is under fire right now.  I know some of my friends that work at traditional media and legacy media companies are enjoying it a bit right now and maybe even piling on.  But what we’re seeing isn’t so much a problem with digital advertising as it is businesses and marketers waking up … Continue reading Digital advertising is under fire right now

Facebook has been providing inflated video metrics for the past two years

Facebook has now publicly apologized for overstating video metrics for more than two years.  That’s nice.  But not not so nice if you’re one of the people that’s been relying on those metrics to place advertising buys on the social media platform. Overestimated by 60%-80% One of the world’s largest advertising agencies, Publicis, says Facebook … Continue reading Facebook has been providing inflated video metrics for the past two years

Fake websites & bots generated $1.5 million a month for one Florida fraudster

A Florida company was generating $1.5 million dollars a month in online ads using fake websites, according to Ad Age.  It wasn’t all that hard.  They set up websites and then listed them as places to advertise in automated ad-buying markets, including some of the industry’s biggest names.   Then, they hit the sites hard with bots … Continue reading Fake websites & bots generated $1.5 million a month for one Florida fraudster

Questions to ask before picking an agency to handle your PPC search campaigns

Winning the game at search takes work.  And money.  And experience.  Finding someone you can trust to help guide you to make the right decisions along the way is critical.  Many businesses realize great results from a PPC (pay-per-click) search campaign... or suffer if they're either not playing the game or choose the wrong partners (or try … Continue reading Questions to ask before picking an agency to handle your PPC search campaigns