Programmatic advertising was one of the biggest promises of the advertising world, with the ability to target a specific person with an exact message and analyze an unlimited amount of KPI’s about his acceptance.
The problem was that it also enabled non-transparent activity.
Brands’ confidence in their agencies was crushed. According to an i-comm survey in 2016, under 35% of marketers had low confidence in their agency; in 2018, the majority of marketers had low confidence. This is a major and sudden drop in trust. Interesting to note is that in 2016, the majority of respondents (80%) did not anticipate any significant change in trust levels over the coming year.
They held the opinion that if trust changed at all, it would be slight. Not only do we have a trust issue, but it also came as a surprise.
Although the industry has had its wrongdoings, advertising, when done right, works. Let’s not forget that. In our story, advertising is good, while it’s the industry itself, which has the problem.
The nice thing is that once you identify the problem, it is easy to solve.
The solution to the trust issue is to find the right tools to ensure you get what you requested.
We are not speaking about fraud. Fraud is not part of the trust issue with agencies. We are speaking about selling wrong sizes, wrong environments, too many players, etc.
Here are the five sins of the industry and how to avoid them:
Who serves your ads?
You should what is your entire supply chain, know what fees are paid to each part of the supply chain.
2. Authentic Media
Make sure your ads appear where you planned.
Buying a domain is not enough. Not all pages or units are created equal.
In which page are you being presented? Where do you appear in the page?
Are your ads actually being viewed?
Is “viewability” the right KPI for ads being viewed? I know that it sounds strange. The problem is that high viewability presents, in many cases, sticky formats. Actually, high viewability might lead to low experience of the user. What should you do? Find a tool that can tell you which unit was used.
4. Brand Safety
Make sure your ad is being presented in the right context.
Context is one of the most important factors for your ad experience. It goes beyond blocking pirate and porn sites. You need to know exactly where you are presented. For example, I’ve heard too many stories about weight loss brands that have been presented in articles about anorexia.
If you buy a full player episode, ask to know exactly in which show you will be placed. In television, this is a standard.
Ask your provider for sentiment analysis. You need to determine the sentiment of your page – is it positive or depressing?
Optimize your supply side.
Most brands use more than one DSP, so you need a tool that can compare between the DSP’s.
To sum it up – advertising works well. New trends of marketing have proved to be less sustainable. We have a trust issue in our industry, and technology can help in solving the trust challenge.
The time has come for brands to REGAIN CONTROL OVER THEIR ADVERTISING. These tips should help you do just that.