As if “fake news” wasn’t bad enough, what should we watch out for to ensure our digital media advertising results are “real?”
Question from an actual TRIO client:
As if “fake news” wasn’t bad enough, what should we watch out for to ensure our digital media advertising results are “real?” Because now I’m a bit paranoid of Internet Advertising Fraud and “fake metrics.”
I know it can be daunting to think of all the ways we can be fooled when it comes to monitoring and tracking digital advertising. Depending on how you read and analyze the data, you can spin a different story every time. The good news is everyone is playing in the same “sandbox” and so we’re not at an advantage or disadvantage over other advertisers. As with any measurement method, there are times when discrepancies will happen and Google is even upfront about this within their own measurement tools.
I’ve read many articles to learn more about this topic. When it comes to programmatic digital advertising, ad fraud is still a top priority for us digital media professionals. Nearly half of those surveyed in a recent Integral Ad Science (IAS) survey agreed that ad fraud and transparency were significant issues in 2018. The chart below indicates how the industry as a whole is working to improve this year.
Even with all the recent uncertainty in the market, I am still confident that TRIO’s metrics are as real as they can be with the digital media partners we utilize for the majority of our clients’ campaigns. The results tracking we receive for all our programmatic campaigns rely on the IAS to ensure we run on brand-safe inventory (i.e. excludes sites that contain offensive language or hate speech, drug and alcohol content, fraud, illegal downloads, adult content, or suspicious activity). In addition to this, our buying platforms also screen for any impressions for suspicious activity or bot traffic through a third party (DoubleVerify) before delivery. If we see inconsistencies (like similar IP address or outdated web browsers like Netscape) we will reissue those impressions to ensure you achieve the deliverables of the campaign. Another benefit to partnering with TRIO on digital marketing is receiving access to real-time, live tracking dashboards, without minimum fees, so you can consistently monitor results. Most partners make you wait until the end of the month (or quarter) to see a report and then you make revisions to the campaign based on old metrics, not live reporting.
To schedule an analysis of your current digital marketing program or develop a new one with trusted results, call TRIO today. We can help navigate your brand through the rough waters of the digital marketing landscape.
A little more about us: TRIO is a full-service marketing communications company providing a wide array of integrated marketing services to meet all of your business and marketing needs. At TRIO, we understand that each client is unique; therefore we provide customized solutions based on your goals and growth objectives. All of our recommendations are made specifically for you and your business. TRIO Marketing, Branding and Advertising delivers an effective blend of creative talent and strategic thinking, delivering results that increase the bottom line of our client partners. We utilize our network of local experts in the community to execute the campaigns on the basis of design, printing and mailing. Our Services include:
- Marketing, Branding, Public Relations and Advertising Consulting
- Strategic Annual Marketing Plan Development
- Integrated and Interactive Marketing Services including E-mail and SMS Marketing
- Promotional Products
- Media Negotiation, Placement & Spot Traffic Management Print Design & Production
- Web Development & Search Engine Optimization
- Direct Mail Services
- One-on-One Sales Team Development
At TRIO, we work hard to combine marketing talent and technology with outstanding customer service to build long-term partnerships with you and your business. Our strategies are delivered on time and in a cost-effective manner to achieve maximum response and grow your business.