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Forms of Digital Ad Waste by Ted McConnell Augustine Fou
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Forms of Digital Ad Waste by Ted McConnell Augustine Fou

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Digital ad fraud, waste, and underoptimization means a large percentage of display and search ads are not "productive" for advertisers. What are the techniques to reduce waste and make the ads more......

Digital ad fraud, waste, and underoptimization means a large percentage of display and search ads are not "productive" for advertisers. What are the techniques to reduce waste and make the ads more productive.

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  • 1. Forms of Ad Waste Source: Ted McConnell, Brand Innovators Summit I didn’t get what I paid for: • • • • • • • • • 10% never get loaded into the browser – Moat 31% are never “in-view” (fraud or not) – comScore 20-80% are off demo target (depending on density) – Nielsen 29% are served to bots – Solve Media 20-40% are over frequency (bots or not) – Audience Science 5-30% are served outside your market geography – comScore 10% (est.) Dwell time < 1 second – SWAG 5% Overzealous Ad Verification (didnt get shown) – SWAG 20% Video: Autoplay, Sound off, Below the fold – TubeMogul Net using average values and statistical overlap: -1- 87% wasted Augustine Fou
  • 2. Subject Matter Experts -2- Augustine Fou
  • 3. Ted McConnell – Digital Consigliere “My Goals are to drive, and participate in the process that yields the winning vision for my clients. I'm a Digital Marketing Generalist: I've Run large organizations, been staff to c-level executives at P&G, hold 4 Patents, successfully driven change in Marketing and Advertising practice in P&G and other companies.” ADVERTISING RESEARCH FOUNDATION MANAGER, DIGITAL MARKETING INNOVATION AdAge Articles: http://adage.com/author/ted-mcconnell/4334 LinkedIn: https://www.linkedin.com/pub/ted-mcconnell/0/5b5/8a2 -3- Augustine Fou
  • 4. Dr. Augustine Fou – Technical Forensics “I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales – in order to raise 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 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou -4- @acfou Augustine Fou
  • 5. Related Articles Digital Ad Fraud Briefing By: Augustine Fou December 2013 Fake YouTube Videos By: Augustine Fou, December 2013 Ad Fraud Fighting Techniques By: Augustine Fou October 2013 Fake Linkedin Profiles By: Augustine Fou, December 2013 How Display Fraud Works By: Augustine Fou, May 2013 Fake Facebook Profiles By: Augustine Fou, Dec 2013 How Click Fraud Works By: Augustine Fou, November 2013 Fake Twitter Accounts By: Augustine Fou, August 2013 The Magnitude of Digital Ad Fraud By: Augustine Fou, November 2013 How Video Fraud Works By: Augustine Fou, February 2014 -5- Augustine Fou