What does an advertiser need to know before switching to programmatic?

A successful advertising strategy is a mix of creative performance, a well-targeted audience and the right place to broadcast an ad. ComScore analyzed factors influencing the perception of advertisements and helped answer the main questions of advertisers who decided to switch to a programmatic platform. With the results familiar in today's article.

So, the four pillars of successful programmatic are: detecting invalid traffic (IVT - “Invalid Traffic”), ensuring the visibility of an ad, targeting effectively to the target audience and choosing a “safe” placement context. Each advertiser must understand how to control these components when working with the programmatic.
')
Invalid traffic: “Does my ad get to a person?”

Here we are talking about the high costs of advertisers to absolutely unnecessary traffic in the face of bots, which, in addition to damage to resources, also “distort” all statistical data. Moreover, according to IAB estimates, today fake traffic is 36% . This and various bots, and virus software that affects the browser, and exchanges of clicks, and much more.

There are many tools, but they all have one common goal - to translate the legitimate incomes of advertisers into the “pockets” of fraudsters. Most of the concerns among device owners are caused by bots that impersonate people, because they can harm mobile devices. They are very difficult to recognize, and because they are of particular interest to advertisers. Sophisticated fraudulent actions can only be detected empirically by analyzing the "behavior" of bots.
Visibility: “Will anyone see my ad?”

MRC (USA) considers an advertisement to be seen, if within one second users paid attention to 50% of the volume of its pixels. And here comes the difficulty in “measuring” the visibility. Are invalid ads deleted after they are detected? Are all open browser windows checked or only those that are in the top? Is it possible to recognize ads outside the visible part of the window or, for example, those that overlap each other?

Before you place an ad, you need to analyze how it can attract the attention of the target audience you need and optimize it for custom search.
Audience targeting: “Will my ad reach the target audience?”

Advertisers have high hopes for targeting. But before analyzing the effectiveness of an ad, it is necessary to calculate and filter fraudulent profiles of bots that will affect the incorrectness of statistics.

Brand safety: “In what context is my ad shown?”

The “security” of the environment is strictly individual and depends on the brand you represent. The range of “dangers” varies from general brand threats such as context with pornography, violence and racial hatred to private ones, for example, when a cruise ship ad is shown among shipwreck news.

What to do?

In order to create a good impression of the brand and to take the right steps to introduce programmatic into the business, it is necessary to analyze the effectiveness of all channels and foresee possible dangers. A good solution is to use the trading tool and optimization, which together will make your digital advertising the most valuable and will not allow scammers to seize advertising revenues.



BYYD • Mobile Advertising Platform