Marketers have been seduced by digital marketing. This presentation highlights facts about non-human traffic on the Internet and the rise of ad blocking and ad fraud. It also provides compelling information on why traditional media still has a role to play, particularly in regional areas and with the over 45 demographic.
Marketers have rejoiced that we can now go to our leaders and board with measurable results – gone are the days of debating whether a campaign worked or not!
Whilst I’m a huge digital advocate, I’m increasingly concerned that too many marketers have the blinkers on.
The IAB estimates 36% of internet traffic is non-human. Scary stat!
There is good non-human traffic within this number. Google Spiders Price Spy bots that find you the best price Theta have a bot to enter their prize draw!
More than half the world’s digital ads don’t have the opportunity to be seen.
This means your budget is being wasted on impressions that are never seen by real people.
Programmatic is more susceptible to ad fraud, as are high value video ads.
So these are the bad bots – they’re clicking on your ads visiting your site, putting items in your shopping baskets, filling out forms
Agencies are increasingly coming under pressure, with some advertisers now seeking guaranteed minimum viewability levels rather than the traditional cost per impression measure.
Who has an ad-blocker installed on one or more of your devices? Please tell us on slido.
Its risen sharply in the last 2 years. The global estimate is 200M people globally.
In NZ the estimate for ad-blocking penetration is up to 22%. My buddy who runs a tech forum in NZ tells me he’s over 40%.
Many of you will have noticed the explosion of branded content recently as we try and find ways to out-wit the blockers.
So young men in the 18-29 age group are most likely to be using ad-blockers.
We also know that people on high incomes are more likely to use ad blockers, as are particular industry verticals, like gaming and technology.
And while it used to be a desk top issue – its increasingly becoming a mobile issue as people become more protective of their screen space.
Ad blocking is especially prevalent in emerging markets like China and India – but the drift here is inevitable.
And the reason China and India are blocking – the ads are using more data and taking longer to load than the news content itself.
Put nicely by Deloitte Digital …
So come on guys, we can do better with our digital advertising!
Just because you can do annoying takeovers, doesn’t mean you should … consider the customer experience on the end of that device.
Video – ‘It’s Not a News Story!’
So with that in mind, does traditional media still have a role to play?
Of course! And in some audience segments more than others.
We recently partnered with Colmar on a NZ study of the Over 45s demographic. Surveyed over 1,500 people and found they still have a love for traditional media.
And what’s more Newspapers and TV are still central to planning purchases for this segment.
Especially in cars, events and grocery.
They do have their digital devices, but their buying behaviour is driven from traditional media.
Obsessed with Instagram and Snapchat … millennials
But there’s a whole wealthy generation of over 45s …. With a disposable spend in excess of $23B a year in NZ.
If you haven’t got a product or service that targets this audience – then you might be missing an opportunity.
Lets consider the occasion for choosing a print or digital edition of the news.
They serve two very different needs.
Online’s a quick check – FOMO. The waiting room, the traffic lights, first thing in the morning, last thing at night.
Print is much more about quiet relaxation – delving into the opinion pieces and long form content.
Consider frame of mind
We live in busy times, so we thought this relaxation theme was interesting –
“Its time to myself – its like having a do not disturb sign up”
“My husband and I have breakfast in bed every Saturday with the newspaper. It’s the highlight of my week.”
High levels of engagement and emotional attachment.
Next up we partnered with Nielsen to study Regional NZ. We did a deep dive into New Plymouth, BOP and Otago to uncover how they felt about media.
The newspaper in regional NZ is still really influential when people are deciding where to buy. They love the local connection.
Considerably more influential than TV and Radio. But I’ll let them tell you in their own words …
In a recent study we asked Regional New Zealanders what advertising they found useful and what they found annoying.
Lot of talk about social media today.
Interesting that its seen as the least useful
Just because you’re shopping for yoga pants – doesn’t mean you necessarily want to lose 20 pounds in 2 weeks!
People like Control – no control on line – it interrupts.
In June this year we ran the Day of Influence.
Initiative to support the NZ Fire Service to get more smoke alarms into homes.
Shameless plug for FCB
So this was a great example of combining both traditional and digital news media to drive purchase and behaviour.
We used local families with real local fires … so it really resonated with kiwis around NZ.
The full case study is available on our website if you’d like to read more.
Has the needle swung too far? The perils of putting all your eggs in a digital marketing basket.
HAS THE NEEDLE SWUNG
The perils of putting all your eggs in a digital marketing basket
THE DIGITAL SEDUCTION
• We’ve all been seduced by digital right?
• Infinitely Measurable
• And our leadership teams have gradually followed suit
• More budget moved to digital
• Emergence of specialist digital marketing roles
• Spend on Internet advertising is growing at 14% a year.
And in 2016 global Internet advertising revenue will surpass TV advertising.
… it’s the cool stuff!
* Source: PwC’s Global Entertainment and Media Outlook 2016-2020.
BUT ARE WE PAYING ENOUGH
Fraud long has been known to be one of the most troublesome
issues on the Internet, with digital advertising increasingly one of its
The Association of National Advertisers (ANA) in late 2015
estimated that marketers will waste as much as $7 billion
globally in 2016, buying online advertisements that people do not
36% OF TRAFFIC IS NON-HUMAN
The Good News
- Non-Human Traffic
(NHT) is generally
low on premium
- Global real-time
have some of the
worst rates of NHT.
MORE THAN HALF OF DIGITAL ADS
WORLDWIDE STILL DON’T HAVE THE
OPPORTUNITY TO BE SEEN
Robots, ad fraud and ads
below the fold all contribute to
viewability rates of around a
Source - What you need to know about ad viewability, cmo.com.au, 21 April 2016
TOP TIPS FOR AVOIDING
• Discuss viewability targets (cost-per-viewable
impression) rather than just impressions with your
• Pay careful attention to your Google Analytics
• What location is your traffic coming from?
• Who are your top 20 referral sites?
• Get assistance to remove non-human traffic from your
• Ensure your adwords and social settings are highly
targeted to the audience you’re trying to reach.
THE SCARY FACTS ABOUT AD
Source: AD BLOCKERS: A CHANGE IN POWER IN THE DIGITAL ADVERTISING ECOSYSTEM? – First Digital, October 2015
A recent report by Pagefair
states that more than
200M people globally use
ad blockers and they
estimate the cost of ad
blocking will be US $41.4B
YOUNG MALES ARE MOST LIKELY TO
USE AD BLOCKERS
MOBILE AD BLOCKING ROSE 90%
• 1 in 5 smartphone users are
now using ad blocking software
(420 million people worldwide).
• They are especially popular in
emerging markets like China
(159M), India (122M), and
Source: theverge.com, May 2016
“Ad blocking could be viewed
as a ‘call to creativity’ for the digital
- Julie Cupitt, Manager, Deloitte Digital
THE NEWSPAPER PLAYS A VERY
IMPORTANT ROLE IN RELAXATION
REGIONAL KIWIS ARE MORE LIKELY TO
BE INFLUENCED BY NEWSPAPERS
44% 43% 47%
27% 26% 28% 24%
Talk about an ad Consider buying
Decide where to buy Actually buy from
Newspapers Television Radio
Source: Nielsen CMI Fused Q1 15 – Q4 15 Feb TV/Online. Base all people 25 – 69 living outside Auckland/Wellington/Christchurch
ADVERTISING - ANNOYING OR
13% 14% 11%
Magazines Newspapers NZ newspaper
Radio Social Media TV
Newspaper advertising is the most useful and less annoying. TV advertising
is the most annoying and advertising through social media is the least
useful for people living in the regions.
Source: Nielsen, online survey, sample n= 876
Base: All People aged 25-69 years
DAY OF INFLUENCE RESULTS
“The results of this campaign
completely surpassed our
expectations, with smoke
alarm sales increasing by a
whopping 2900% in the week
following the campaign. Every
working smoke alarm saves
lives so we’re delighted with
the results and will continue
to leverage the power of news
media for future campaigns.”
- Caroline Rosanowski, External Communications Manager, NZ Fire