Monthly Archives: July 2016

Lawmakers Question FTC About Ad Fraud

Posted by admin on July 19, 2016
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Two senators, Mark Warner (D-Virginia) and Charles Schumer (D-New York), have recently addressed the Federal Trade Commission in an attempt to regulate fake Web traffic, an issue that impacts not only advertisers but consumers as well. According to a study by the Association of National Advertisers, “online ad fraud will cost advertisers $7.2 billion globally this year”. Unfortunately, these losses will be offset by the consumer in the form of higher prices for goods and services.

In a letter to FTC Chairwoman, Edith Ramirez, the senators said, “Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising”. Despite the fraudulent nature of these bots, the senators also added that “many are advanced enough to analyze consumer web activity in order to re-target advertisements based on individual browsing preferences.”

It is important for both consumers and advertisers to be cautious of online ad fraud. Digital technologies have advanced quickly but reform will be necessary “to protect consumer data and mitigate fraud within the digital advertising industry”.

To learn more, read the MediaPost article here.

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TV Advertising Improves Apps’ Chances

Posted by admin on July 12, 2016
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A new study from the Video Advertising Bureau has recently found a direct correlation between television advertising and mobile app traffic.  Danielle DeLauro, senior vice president of strategic and sales insights for the VAB said, “TV is unparalleled in its ability to sell stuff…to be a major player in the category, you have to have a TV campaign”.

One aspect of the evaluation compared TV spending with traffic for 60 mobile apps and found “77% of those cases showed a direct correlation between television ad spending and app traffic”. Television ads were also found to boost the launch traffic for new mobile apps. “Games such as Blossom Blast and Mobile Strike each saw roughly a 2 million increase in unique visitors within a month of starting television advertising”.

Although the mobile platform was seen as a competitor in the advertising industry, television is still the best way to get the word out about a new product.

To learn more, read the MediaPost article here.

TV Is Still the Most Effective Advertising Medium

Posted by admin on July 05, 2016
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The television industry has changed quite a bit over the last few years but a new study from MarketShare concludes that TV is still the most effective method of advertisement. After analyzing all types of media outlets (TV, online display, paid search, print and radio) MarketShare stated, “TV has the highest efficiency at achieving key performance indicators like sales and new accounts.” The study also took budgetary differences into consideration and found, when analyzed at similar spending levels, “TV averaged four times the sales lift of digital”.

Isaac Weber, VP of strategy at MarketShare, had this to offer regarding the effectiveness of television advertising, “TV is the giant megaphone. When you want to get a message out, that’s still really the most powerful means to do it.”

To learn more, read the AdWeek article here.

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