Forms of Ad Waste
Source: Ted McConnell, Brand Innovators Summit

I didn’t get what I paid for:
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10% nev...
Subject Matter
Experts
-2-

Augustine Fou
Ted McConnell – Digital Consigliere
“My Goals are to drive, and participate
in the process that yields the winning
vision ...
Dr. Augustine Fou – Technical Forensics
“I advise clients on optimizing
advertising across all channels. One
main area of ...
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Digital Ad Fraud Briefing
By: Augustine Fou December 2013

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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 productive.

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Forms of Digital Ad Waste by Ted McConnell Augustine Fou

  1. 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. 2. Subject Matter Experts -2- Augustine Fou
  3. 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. 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. 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

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