Live from J.D. Power Automotive Marketing Roundtable in Las Vegas

Let’s put the brakes on bot fraud!

by Ari Jacoby, CEO

Cars have always been near and dear to my heart – if I didn’t live in Manhattan, I’d own several. As you can imagine, we are very excited to be participating at this conference, as automotive marketers are huge players in the digital advertising space. In fact, by 2015 the automotive industry will be second only to retail as digital advertising’s biggest investor. This puts the industry in a great position to take a fierce stance against bot fraud and viewability issues.

Solve Media puts out a bellwether industry market advisory every quarter. In Q1, we took a deep dive into the automotive vertical to see just how bad the fraud problem is for auto marketers. We recently revisited the auto vertical to pull the latest bot numbers, which you can see below. While suspicious traffic is still quite high, bot traffic fell below 10% on both the display and mobile platforms. At first blush, the numbers suggest some nominal progress, though we expect Q4 numbers will get worse as ad spend increases during the busy holiday season.

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Alarmingly, the amount of suspicious mobile traffic nearly doubled between Q1 and Q3, though Q3 saw a dip in bot traffic in both desktop and mobile. US and global traffic saw a similar trend, the full results of which we will be releasing next month. We believe that, as the issue garners more attention, advertisers are taking action against bots and demanding that their agency partners buy more carefully, from higher quality partners.

Unfortunately, bot abuse is profitable and will be a long-term war. Automotive advertisers (and the advertising industry as a whole) must continue to take proactive measures to combat fraud. Along with seeking out engagement-based advertising, advertisers should consider asking their trading desks for verified human audience segments.

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INFOGRAPHIC: No Tricks, All Treats - Halloween 2014

Halloween is fast approaching! We surveyed our network to find out everything advertisers need to know about the holiday. According to NRF, total spending is expected to reach $7.4 billion this year. Memorable ads play an important role, with 26% of moms choosing one brand of candy over another after seeing one.


Live from Advertising Week - Secure Engagement

The Hot Topic - Secure Engagement

By Ari Jacoby, CEO

It is an exciting week in New York City. The past two and a half days have been jam-packed with inspiring talks and fun events as the advertising industry comes together to discuss the latest technology and issues in the business.

A common theme is the importance of real, meaningful engagement. In today’s social-connected world, it is easier than ever for brands to “talk at” consumers, but increasingly harder to truly engage real consumers in a memorable, consistent manner.

Scaled first party data makes linkage and match-based targeting possible outside of social media, and there are tremendous strategic opportunities in that vein. Cognition based marketing takes that targeting one step further, allowing marketers to put their message in front of the right consumer (at the right time), such that there is the guarantee of message comprehension. Performance-based branding is therefore a hot topic this week - there is no clear winner in the brand advertising space and my sense is we’re about to see a commercial brawl for those dollars!

There’s also a ton of chatter around security and bot protection, in consideration of effectiveness metrics: a secure audience greatly outperforms generic, insecure media buys. In that light, we recently re-evaluated the benchmarks by which we assess our cognition-based secure media campaigns and found that consumers are 14 times more likely to recall a brand message after having engaged with it (as opposed to seeing it in a display ad). We’ll be releasing the rest of the updated benchmarks later this month.

Another big takeaway is that there are a bunch of companies pushing data that is marginally interesting, with very little differentiation. Behavioral ad targeting data is semi-useful, but nowhere near as valuable as deterministic data sets that enable marketers to securely focus on real, in-market consumers with declarative intent.

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