As advertising has become increasingly programmatic, the occurrence of fraud and other factors has created a truncated norm for the way advertisement quality is evaluated by industry. To ensure that their advertisements meet the basic (legitimate, measurable, and protected) criteria, marketers fail to calculate what’s really important: do their advertisements catch consumer attention?
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Related material Digital Advertising Latest PubMatic / Forrester Report: Video Ads Are Booming, Header Auctions Are Growing Buyers of Digital Advertising to Trigger Advertising Technology Consolidation in 2020 Blockchain 14 companies use blockchain in advertising in 2019 Verification is for comparison only Affirming advertising is definitely not poor. When the criteria were established by the Media Rating Council (MRC), the Interactive Advertising Bureau (IAB), the National Advertisers Association (ANA), and the American Association of Advertising Agencies (4A’s), advertisers were pleased to finally need a referral to assess the campaigns, with consistent goals for brand validity, exposure and protection.
In fact, advertisement verification may be one of the most important developments so far in the ad technology industry. The danger of ad fraud continues, but transparency continues to protect campaign budgets in all forms of invalid traffic (IVT) and brand protection is a must for any programmatic climate. These use cases make advertisement verification a vital part of the digital ad aspect.
Verification, however, should be the first step in the measuring cycle and not the final end. Marketers may develop their reports beyond verification, and gain insight into how ads may affect company goals.
Let’s look at it this way: Validation provides an opportunity to excel. That isn’t the concept of success per se, though.
Why it is time to scale beyond advertisement verification There are several explanations why it is time marketers go beyond advertisement verification.
There is equipment for this. It is against business if we follow traditional strategies and oppose creativity. Measuring real success provides the ability for ads to learn, evolve and, above all, have an impact.
Another reason to take advantage of the change is in reaction to the changing new media environment and market interest in general.
When the initial banner was launched in 1994, the background of the website was (to say the least) something different. It is estimated that less than 3,000 printed websites still existed, compared to the present 1.5 billion.
The advent of smartphones and tablets has introduced a new source of opportunities beyond the conventional web in the form of mobile in-app ads.
Through turning aside and looking at the wider media environment, the entertainment industry has also experienced tremendous change, also over the past five to 10 years. Digital entertainment continues to expand from Netflix to Disney + to the growth of YouTube and threatens the conventional linear industry.
Such variables reflect a competitive customer service market but one that is navigable with the right resources in place. Advanced metering strategies can help marketers operate various channel forms and provide insight into the areas that best suit their needs.
Making customer service digital money for success It is hard to shake old habits and use new strategies, but it will lift the bar for the industry as a whole to demand more advertising. By relying on consumer money for good digital ads, marketers will not only begin to get a more accurate image of the efficacy of their innovative efforts but will also attract consumers with a better user experience on their side.
And how does it assess customer interest through advertisers? By providing more comprehensive explanations, including: Added screen time Interaction rate video completion audibility Property on the ad screen Appropriate frequency and scope By concentrating at the bottom of the line on stronger and more challenging content, marketers can achieve what they are ultimately searching for-finding insightful ways to communicate with clients.
Inspired by the professional sports industry, advertisers would have to throw away their old playbooks, take advantage of the technologies available to them and lift the bar in scale.
Accessibility to the right metrics will draw consumer interest with compelling brand stories and create lasting impressions in the right places, at the right time. Why oppose creativity when both sides of advertising experience will benefit from it? It is time to go beyond the verification of ads, and calculate what really counts.