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Annualized Display Ad Waste Video Ad Waste
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Annualized Display Ad Waste Video Ad Waste

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estimated display ad fraud and wasted dollars -- calculated from number of impressions and the percent of those impressions likely to be generated by bot traffic. video ad fraud is also calculated …

estimated display ad fraud and wasted dollars -- calculated from number of impressions and the percent of those impressions likely to be generated by bot traffic. video ad fraud is also calculated from estimated fraudulent ad views.

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  • 1. Augustine Fou- 1 - Dr. Augustine Fou http://linkd.in/augustinefou September 2013 Display Ad Waste Video Ad Waste
  • 2. Augustine Fou- 2 - 480 billion display ad impressions /mo Ad Waste from Fraud 29% confirmed bot traffic $1 - $3.50 cost per thousand $1.5B - $5.4B wasted ad spend (annualized) Display Ads 20.1 billion video ad impressions /mo 40% estimated fake views ~$10 cost per thousand $1B wasted ad spend (annualized) Video Ads
  • 3. Augustine Fou- 3 - 480B Display Ads /mo 480 billion display ads per month (1,439 billion display ads per quarter) Source: comeScore Report Feb 2013
  • 4. Augustine Fou- 4 - Percent of Traffic From Bots Augustine Fou- 4 - Source: Solve Media via Marketing Charts September 12, 2013
  • 5. Augustine Fou- 5 - Video Ads Per Month 20.1 billion video ads per month Source: comScore June 2013 Video Ads Report
  • 6. Augustine Fou- 6 - “40% of video ad views are fraud” – Matt Timothy Source: Vindico, 2013
  • 7. Augustine Fou- 7 - http://www.turn.com/sites/default/files/ docs/GlobalDigitalAudReport_FF2.pdf Video Ad CPM vs Display Ad CPM Source: Turn via Marketing Charts April 17, 2013 Video CPM: ~$10 Display CPM: ~$1
  • 8. Augustine Fou- 8 - Related Articles Bad Guys Happily Rob Display Advertisers By: Augustine Fou, July 23, 2012 Everything Fake (Display Ad Fraud, Search Click Fraud) By: Augustine Fou, April 2013 Search Kicks Display in Effectiveness By: Augustine Fou, April 23, 2013 Fake Profiles on Facebook By: Augustine Fou, July 2013 Polarizing Advertising: Branding vs Performance By: Augustine Fou, April 9, 2013 Augustine Fou- 8 -
  • 9. Augustine Fou- 9 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using insights and fast-feedback loops from digital, we can not only target brand ads better, but we can shift towards more detailed measurement and 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 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  • 10. Augustine Fou- 10 - APPENDIX
  • 11. Augustine Fou- 11 - Desktop vs Mobile eCPM October 19, 2012 11 Source: KPCB Internet Trends 2012
  • 12. Augustine Fou- 12 - 54% Display Ads NOT In View
  • 13. Augustine Fou- 13 - Source: Nielsen, October 2011 95% Ad Impressions NOT Properly Targeted