Productive Display Ads Video Ads by Augustine Fou 2014

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Video ads are also plagued with fraudulent views (generated by bots) and ads that are simply not in view.

Video ads are also plagued with fraudulent views (generated by bots) and ads that are simply not in view.

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  • 1. Augustine Fou- 1 - 100 million impressions - 36% bogus impressions Source: WSJ One-Third of Traffic is Bogus 64 million impressions - 54% not-in-view Source: comScore June 2013 29 million impressions - 23% ad-blocked by user Source: PageFair, August 2013 22 million impressions $0.50 CPM productive 4.5x higher effective cost Display Ad Productivity
  • 2. Augustine Fou- 2 - Display ad CPMs are in the $0.10 - $0.80 range Display Ad Global eCPM Source: Turn, October 2013
  • 3. Augustine Fou- 3 - 100 million impressions - 56% not viewable Source: Vindico Year-in-Review 2013 44 million impressions - 11% bot-generated ad views Source: TubeMogul 2014, Vindico 39 million impressions - 23% ad-blocked by user Source: PageFair, August 2013 30 million impressions $8-12 CPM productive 3.3x higher effective cost Video Ad Productivity
  • 4. Augustine Fou- 4 - 60% Video ad CPMs are in the $8 - $12 range Video Ad Global eCPM Source: Turn, October 2013
  • 5. Augustine Fou- 5 - 500 billion display ad impressions /mo Impression (CPM) Fraud 29% confirmed bot traffic ~$1 - $3.50 cost per thousand $2-6 billion wasted ad spend (annualized) Display Ads 35 billion video ad impressions /mo 40% estimated fake views ~$8 - $12 cost per thousand $1-2 billion wasted ad spend (annualized) Video Ads Source: Vindico, 2013Source: Solve Media 2013
  • 6. Augustine Fou- 6 - Dr. Augustine Fou – Agency Czar “I advise clients on optimizing their digital spend – first by ensuring that waste is minimized or eliminated, then by further optimizing based on targeting, etc.” 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://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefou
  • 7. Augustine Fou- 7 - Related Articles Augustine Fou- 7 - http://www.slideshare.net/augustinefou/display-ad-fraud-101-by-augustine-fou- technical-forensics http://www.slideshare.net/augustinefou/digital-advertising-benchmarks-2014-by- augustine-fou http://www.slideshare.net/augustinefou/effectiveness-of-digital-ads-by-augustine-fou http://www.slideshare.net/augustinefou/optimization-pyramids-for-digital-ads-by- augustine-fou http://www.slideshare.net/augustinefou/usefulness-of-advertising-by-augustine-fou- marketing-consigliere http://www.slideshare.net/augustinefou/optimizing-targeting-of-display-ads-by- augustine-fou
  • 8. Augustine Fou- 8 - APPENDIX
  • 9. Augustine Fou- 9 - Digital Video Ad Spend Source: eMarketer, May 2013 Digital video ad spend continues to rise rapidly as more TV ad dollars shift to digital. Because video CPMs are so much more lucrative, it is more lucrative for bad guys too.
  • 10. Augustine Fou- 10 - A new study [download page] from VideoHub indicates that during the first quarter, average viewability for online video ads in the US was 83%, although rates varied widely among properties, from 43% on the low end to 94% on the high end. Broadcast TV sites fared best (89% on average) among property categories, with networks and exchanges (73%) bringing up the rear. Video Ad Viewability Source: VideoHub August 2013 via MarketingCharts