SlideShare a Scribd company logo
 
	
  
	
  	
  	
  1	
  
WHY	
  ARE	
  BRANDS	
  STILL	
  GETTING	
  CAUGHT	
  OUT?	
  
 
	
  
	
  	
  	
  2	
  
HOW	
  BIG	
  IS	
  	
  
THE	
  PROBLEM?	
  
Q1	
  2015	
  MEDIA	
  QUALITY	
  REPORT	
  –	
  GLOBAL	
  
	
  
	
  
	
  	
  	
  4	
  
Q1	
  2015	
  MEDIA	
  QUALITY	
  REPORT	
  –	
  UK	
  
	
  
	
  
	
  	
  	
  5	
  
Q1	
  2015	
  MEDIA	
  QUALITY	
  REPORT	
  –	
  GERMANY	
  
	
  
	
  
	
  	
  	
  6	
  
Q1	
  2015	
  MEDIA	
  QUALITY	
  REPORT	
  –	
  FRANCE	
  
	
  
	
  
	
  	
  	
  7	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  8	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  9	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  
10	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  
11	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  
12	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  
13	
  
UK	
  VERTICAL	
  DATA	
  
	
  
	
  
	
  	
  	
  
14	
  
•  Fraud	
  –	
  improved	
  
	
  	
  	
  	
  	
  
	
  
	
  
	
  
TRENDS	
  IDENTIFIED	
  	
  
	
  
	
  
	
  	
  	
  
15	
  
•  Brand	
  Safety	
  –	
  worsened	
  
IT’S	
  ABOUT	
  
OVERALL	
  MEDIA	
  
QUALITY!	
  
WHAT	
  IF	
  YOU	
  
ONLY	
  TARGET	
  	
  
AD	
  FRAUD?	
  
SERVE	
  ADS	
  TO	
  HUMANS	
  THAT	
  ARE	
  NEVER	
  IN	
  VIEW	
  
AD	
  
	
  
	
  
	
  	
  	
  
18	
  
SERVE	
  ADS	
  TO	
  HUMANS	
  BUT	
  ON	
  INAPPROPRIATE	
  SITES	
  
	
  
	
  
	
  	
  	
  
19	
  
WHAT	
  IF	
  YOU	
  
ONLY	
  TARGET	
  
VIEWABILITY?	
  
SERVE	
  ADS	
  TO	
  BOTS	
  	
  
	
  
	
  
	
  	
  	
  
21	
  
 
	
  
….Big	
  brands	
  adverWsing	
  on	
  "paedo	
  and	
  incest	
  
websites",	
  according	
  to	
  a	
  report	
  in	
  The	
  Sun,	
  leading	
  
to	
  quesWons	
  about	
  the	
  efficacy	
  of	
  the	
  media	
  
monitoring	
  and	
  targeWng	
  technology	
  they	
  are	
  using.	
  
ADS	
  IN-­‐VIEW	
  BUT	
  ON	
  INAPPROPRIATE	
  SITES	
  	
  	
  
Big	
  Brand	
  ‘Sleaze	
  Blunders':	
  AdverWsers	
  are	
  
SWll	
  Gehng	
  Caught	
  Out	
  on	
  Brand	
  Safety	
  
Where's Your Name Been? Brand Safety
Now Top Priority Following 'Paedo' Site
Revelations
More	
  ad	
  misplacement	
  woes	
  
Big	
  Brands	
  ‘Appearing	
  On	
  
Sleazy	
  Website	
  Ads’	
  
…the	
  exposé	
  names	
  14	
  well-­‐known	
  brands	
  as	
  
appearing	
  on	
  websites	
  featuring	
  inappropriate	
  
or	
  illegal	
  content.	
  
	
  
	
  
	
  	
  	
  
22	
  
OTHER	
  	
  
MEDIA	
  QUALITY	
  
FACTORS?	
  
24	
  
DO	
  YOU	
  HAVE	
  SHARE	
  OF	
  VOICE?	
  	
  
	
  
	
  
	
  
	
  
AD	
  
25	
  
ARE	
  YOU	
  BUYING	
  ALL	
  THE	
  ADS	
  ON	
  THE	
  PAGE?	
  	
  	
  	
  	
  
WHAT	
  
CONCLUSION	
  	
  
DO	
  WE	
  	
  
COME	
  TO?	
  
 
	
  
	
  	
  	
  
27	
  
THANK	
  YOU!	
  
Niall	
  Hogan	
  -­‐	
  UK	
  Managing	
  Director	
  
niall@integralads.com	
  

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