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A BOT SAW YOUR AD, BUT CAN IT BUY YOUR PRODUCT? 39% of ALL digital ads are consumed by bots. (Research Director Inc)
A BOT SAW YOUR AD, BUT CAN IT BUY YOUR PRODUCT?
AUGUST 14, 2014
It is no surprise that digital ad revenue is growing at a faster rate than any other major advertising outlets. According to eMarketer, digital ad spending is expected to grow 17% this year to $140 billion globally.
Advertisers often tout the benefits of digital advertising. One of these benefits is the belief that digital advertising can be measured perfectly. Unlike radio and television, which need to estimate the number of impressions delivered, the digital world can (supposedly) tell you precisely how many times your ad was “viewed.”
There are two flaws with this claim. First, what the digital companies measure is the number of times an ad is served, and they assume a human has viewed the ad each of those time. New studies have documented that many of these exposures are not to humans, but bots.
Bots are computer systems that surf the web for the sole purpose of building ad impressions. Bots can view thousands of ads in a very short period of time. The advertiser is charged for these impressions, but they are never actually viewed by a human consumer. Obviously, the value of ads viewed by bots is zero.
The ANA (Association of National Advertisers) said that some marketers estimate that about half the money spent on digital advertising is wasted due to “bot fraud.”
Dr. Augustine Fou, Digital Consigliere at Marketing Science Consulting Group, Inc. estimates that 39% of all digital ads sold in the U.S. are consumed by bots. That comes out to $14 billion wasted each year. However, not all internet ads are equal when it comes to fraud.
According to Dr. Fou:
· 50% of all display ads are fraudulent
· 60% of all video ads are fraudulent
· 40% of all mobile ads are fraudulent
· 30% of all search ads are fraudulent
Clearly digital advertisers are not reaching the consumers they think they are.
There’s another key issue here. Which is more important: a precise measurement tool, or an effective advertising vehicle? Placing your ad dollars in the digital sector purely because you can measure how many times the ad was served is worthless. The purpose of advertising is to move products and services. While Nielsen’s PPM and diary methods are not perfect measurement tools, it has been proven time and again that radio works for advertisers. The recent Nielsen study, “Nielsen Cracks the Code on Radio ROI,” highlights that for every dollar spent on radio advertising, the advertiser receives six dollars in incremental revenue. That revenue comes from humans, not bots!
Radio reaches human ears, and provides a proven return on investment. Isn’t that the real purpose of advertising?
-Charlie Sislen, Partner
Thursday, March 26, 2015
Boomers Continue To Influence Marketplace
by Tanya Gazdik Irwin, March 19, 2015
Marketers should think twice before discounting the influence of Baby Boomers, who still control 70% of all disposable income in the United States, according to U.S. News & World Report.
The group -- defined by the U.S. Census as those born between 1946 and 1964 -- are 76 million strong nationwide, and their influence on health care, technology, travel and e-commerce is only growing.
With 6.3 million Boomers, or 25% of its site-wide traffic coming to U.S. News each month, the news organization took a deep dive into Boomer habits -- combining audience surveys and analytics with recent market research to better understand this generation’s unique place in the market.
Technology is completely within their grasp, with 83% of the group conducting online research before making major offline purchases.
When it comes to leisure purchases, 70% plan to take an overnight vacation in the next 12 months and 49% of Boomers plan to spend between $1,000 and $5,000 for their vacations in 2015.
Practical matters are not far from top of mind, as 57% say that funding retirement is one of their top financial concerns.
Overall, 55% of consumer packaged goods sales are made by Boomers. The demographic's loyalty is worth earning, as 55% remain loyal to brands they like.
Baby Boomers are expected to live longer than any previous generation, and they remain proactive when it comes to their health.
Whether they are seeking diet and exercise advice, choosing a specialty doctor, or finding the best over-the-counter health products, Boomers tend to be the largest demographic visiting U.S. News’ health-related pages.
Finally, Boomers are influential members of both local and national communities. In addition to their significant presence in elections, they actively engage with current events in order to create informed opinions on today’s national agenda issues. Between 2012 and 2014, the percentage of Boomer voters in national elections rose from 38% to 43%.
Many have written off Boomers in favor of younger generations, but as U.S. News' research suggests, Boomers have only just begun to transform practically every industry in the country.
As more and more Boomers reach retirement age, they face fundamental changes in their lifestyle and spending habits. Whether it’s smart investments to extend their nest eggs, finding the best doctors and hospitals to get their hips replaced, or exploring ideas for the perfect vacation for their golden years, Boomers are informed decision makers and motivated planners who are embracing a long, active and thriving future, according to the news organization.
Wednesday, March 25, 2015
Announcement- Tuesday, March 24, 2015
SALT LAKE CITY — Tanya Vea was announced Tuesday as vice president and general manager of KSL-TV and KSL Newsradio.
Vea has served as vice president station manager at KSL since April 2014, overseeing news, programming, marketing, operations and engineering. She now assumes responsibility for all operating departments, including sales.
"Tanya will be an outstanding general manager. She has been a key contributor to many of the cross-platform initiatives, including the groundbreaking DMC combined newsroom for KSL and the Deseret News," Darrell Brown, president of Bonneville International Corp., said in making the announcement Tuesday. "Her expanded role as general manager of KSL will now allow her to have a greater impact on the entire organization."
Vea joined KSL in 2010. Since then, she said, she has been proud to lead in brand development, as well as facilitate the transition to a combined newsroom for TV, radio and the newspaper.
"I think it's really a spirit of cooperation across all the platforms where each media entity has found their own voice and their own distinction, and yet at the same time, we're really using resources to help support each other," Vea said. "That's entirely due to the work of the people who are in this organization."
Vea said the opportunity to serve in her new role as vice president and general manager is "a very big honor."
"I'm really humbled by getting to lead an organization like this that's a great legacy organization in our community," she said. "It means a lot to a lot of people. It means a lot to me."
Vea also expressed her excitement and goals to help KSL continue building trust in the community during a time of rapid transformation for news media organizations across the country.
"I think it's going to come out good for all of us on the back end. It will be different, but good," she said. "If we do it right, it will be great for the communities that we serve."
Vea is a native of Salt Lake City and lives in Sandy with her husband and 8-year-old son.