Optimization Pyramids for Display Search Video Ads by Augustine Fou

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For different types of ads, if the brand advertisers can cut out the waste due to fraud, they can significantly increase the effectiveness of their ads as well as the ROI and business impact.

For different types of ads, if the brand advertisers can cut out the waste due to fraud, they can significantly increase the effectiveness of their ads as well as the ROI and business impact.

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  • 1. Augustine Fou- 1 - Display Ads known fraudulent impressions not-in-view or ad-blocked non-fraud, human viewer 15-30% 23-54% 16-25%
  • 2. Augustine Fou- 2 - Video Ads confirmed fraudulent views not-in-view, autoplay non-fraud, human viewer 20-40% 30-50% 10-20%
  • 3. Augustine Fou- 3 - Search Ads ads shown on fraudulent sites accidental clicks non-fraud, human viewer 5-20% 5-10% 70-90%
  • 4. Augustine Fou- 4 - Dr. Augustine Fou – Digital Consigliere “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.” 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
  • 5. Augustine Fou- 5 - APPENDIX
  • 6. Augustine Fou- 6 - Main Types of Digital Ads Impressions (CPM/CPV) Clicks (CPC) Leads (CPL) Sales (CPA) • Display ads • Video ads • Social display • Mobile display • Search ads • Mobile search • Affiliate revenue share • Completed lead forms sold on cost- per-lead basis
  • 7. Augustine Fou- 7 - Digital Ad Spend (IAB FY 2013) Impressions (CPM/CPV) Clicks (CPC) Leads (CPL) Sales (CPA) Search 43% $18.5B Video 7% $3.0B Lead Gen 4% $1.7B 11% Other $4.8B Source: IAB, FY 2013 Internet Advertising Report, April 2014 $36.2B Display 19% $8.2B Mobile 15% $3.7B$2.8B NOTE: figures from IAB FY 2013 ($43B annual ad spend) CPM Performance • classifieds • sponsorship • rich media • email $6.5B
  • 8. Augustine Fou- 8 - Digital Ad Fraud Estimates Impressions (CPM/CPV) Clicks (CPC) Search $18.5B $36.2B Ad Spend Display $8.2B Video $3.0B Mobile $3.7B$2.8B (U.S. digital ad spend only) DollarsAvg Fraud Rate $4B50%Display $2B60%Video $6B30%Search $2B40%Mobile $14BTOTALS 39% Multiple sources