Tag Archives: research

GroupM Reports Progress In Fighting Ad Fraud

In February, GroupM published its annual overview on the state of digital marketing and its implications for advertisers. 2017’s report titled “Interaction“, outlines what the firm sees as the key issues and trends facing digital marketers during the coming year.

One key highlight in this report is an update to their 2016 report where they discussed the integrity of the complex issues in the digital supply chain including fraud, viewability, measurement and ad avoidance. GroupM believes that the ad fraud situation has been significantly contained due to aggressive industry responses to this threat.

“It is likely that 2% of the impressions purchased by the biggest advertisers in Western markets remain non-human. Bad as this is (0% is a good number for fraud), the speed of detection and countermeasures seem to have caught and outpaced the development of new fraud strategies.” the GroupM report stated. This progress is due to “new and better detection tools, a coalition of advertisers, publishers and buyers (The Trustworthy Accountability Group TAG) to deploy those tools; and a reduction in the demand for bad supply.”

Download the GroupM 2017 Interaction report directly or click on the cover below.
GroupM 2017 Interaction Report

 

Related: Pathmatics is leading a panel discussion on March 22nd, 2017 to address how ad fraud, brand safety and other industry factors are changing the ad tech ecosystem.
How Fraud And Other Factors Are Changing AdTech

Other highlights from the GroupM 2017 report include:

  • Tools from MOAT, Integral Ad Science and DoubleVerify are well-equipped to measure and track viewability.
  • Ad block usage has peaked and is stabilizing due to growth in app usage (which is closed to adblocking technology and better advertising that can improve the consumer experience. The Coalition for Better Ads, a cross industry initiative set up in the US in September 2016 will lead initiatives for the latter.
  • Artificial Intelligence is growing its impact on the consumer experience. Devices like Amazon’s Echo and Google’s Google Home may become typical part of the everyday shopping routine.
  • Cross channel marketing will become more normalized as consumers combine their digital and analogs together.
  • The report also touches upon opportunities and challenges facing the digital media ecosystem in 2017 as well as subjects such as live video, the resurgence of audio, artificial intelligence and machine learning, AR & VR.

GroupM Reports Progress In Fighting Ad Fraud

Brand Safety And Ad Transparency In Programmatic Are Most Important Issues To Marketers

Trusted Media Brands, a multi-platform media publisher, recently released a research report that surveyed agencies and marketers on their experience with the programmatic media buying process.

This survey, which is commissioned by Advertiser Perceptions in January polled more than 300 agency and client-side marketers from the Advertiser Perceptions Omnibus Panel. The main takeaway from this report is that brand safety, along with audience data targeting and ad transparency are the most important issues to marketers in the digital media buying process.

Related: Pathmatics is leading a panel discussion on March 22nd, 2017 to address how ad fraud, brand safety and other industry factors are changing the ad tech ecosystem.
How Fraud And Other Factors Are Changing AdTech

Other key highlights from the Trusted Media Brands report include

  • Given the proliferation of and concerns regarding fake news, marketers reported that brand safety is more important (81%) than the ability to buy ads programmatically (73%).
  • But they acknowledged (71%) that it is difficult to guarantee brand safe environments while buying programmatically on the open exchange.
  • Buying decision factors that are extremely important to marketers include Audience Target Delivery, Viewability and Brand Safety.
  • In light of all these challenges, half of digital and mobile advertisers are planning to increasing their spending on audience data targeting in the next 12 months.
  • Ad transparency is also very important but more than half the respondents don’t expect programmatic transparency to get better in the short term.

You can download the full report, along with additional charts and graphs, from Trusted Media Brands directly or you can read the report below:

Please RSVP to the Pathmatics Panel on 3/22 to learn more about how ad fraud, transparency and other factors are changing the ad tech ecosystem! Space is limited.

About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, visit TMBI.com.

About Advertiser Perceptions
Advertiser Perceptions is the world leader in providing media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.

Brand Safety In Programmatic Is Still Most Important Issue To Marketers

US Digital Media Spend Grows To Almost $120 Billion By 2021

According to a recently released report from Forrester Research detailing media spend from 2016-2021, digital media spending in the US is predicted to go $70 billion in 2016 to almost $120 billion in 2021. However, year-over-year spending in digital marketing is expected to slow down as marketers will emphasize quality over quantity.

Some key points:

  • Digital marketing component such as paid search, display, social media, online video and email marketing, will make up to about 46% of all advertising by 2021 from about 36% in 2016.
  • Digital marketing is no longer considered experimental but as mature investments that come with goals setting and measurement practices as well as waste combating. Amidst this spending growth, there is also a shift to increasing investments in data, technology and particularly, improving customer experience such as store layouts, mobile apps and marketing technology that make personalization.
  • Millennial consumers will be in a high spend life stage as they establish careers, homes and families, boosting their collective spending to over $600 billion annually, according to a report from Accenture.
  • Spending on online video advertising has grown 114% since 2014 as  as advertisers like its reach and targetability. Online video advertising allows brand advertisers, to extends their existing reach with marginal incremental costs while smaller advertisers can achieve a TV-quality advertising presence with less cost.