marchex.com
We see them everywhere, and that’s the point. Display Advertisements. The advertising world loves them. In fact, the spend on display advertising, both on the web and in-app, will exceed $27 billion this year. Not only that, but that spend is expected to grow 38% to more than $36 billion in 2017. Billion. With a B.
What is Display advertising, exactly? Simply put it’s an ad that relies on images, audio and video to communicate an advertising message.
Despite all of those dollars being poured into this ever-popular and growing medium, there are three major challenges you might face while using it.
Fraud
A 2014 report from the Association of National Advertisers contends that 11%-23% of all display ads are served to “bots”. That’s bad. These bots are designed to seek out and interact with display ads. And while the bot creators have monetized this process netting them a sizable profit, the advertiser is left footing the bill for thousands of impressions that were never actually seen by real people. And that bill stacks up to $6.3 billion across the globe. Billion. With that same capital B.
Viewability
But what if the bots are the only ones looking at your ads? Viewability, to state it another way, is the system of determining if your ads were actually seen by people. Living, breathing, human beings who want to buy the things you want to sell them. If you’re pouring a ton of money into your display advertising and the ads aren’t being put in places people are looking, you might as well be pouring that same money down the drain. “Well,” you might be saying, “I’m getting billed for my display ads, so they are being displayed, they must have been seen.”
We wish we could tell you your logic was totally sound. Unfortunately, according to AdAge, nearly half of all display ads are never actually seen by humans.
Measurement
This is the big one, perhaps the greatest challenge with display advertisers, the inability to properly measure or attribute what a customer does at the end of the day with any of the ads they may or may not have seen before they got there. A 2015 study from Digiday surveyed nearly 200 mobile marketers from brands and agencies, overwhelmingly the largest issue they had with display advertising was figuring out if it was effective in bringing in business.
What’s next?
Luckily for you, reader of fine blogs and digital advertising publications everywhere, there’s a solution that helps marketers just like you rise to these challenges: Absolute Attribution.
Effective measurement of your display advertising campaigns, if done correctly and with assistance from industry leaders like Marchex, lets you know where your money is going, who is seeing your ads and where you should make adjustments in your strategy. Is a specific publisher pushing your ads to dead ends in the internet? Switch your publisher. Are the tactics your taking pulling in low conversion results? Time to switch them up. The power is in your hands now, you as the advertiser can cut through all the mess and see where your money is going, and how effectively it is being spent, making you an incredibly valuable asset at your next budget meeting.
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