In a recent Wall Street Journal report, the allegation was made by the IAB that 36% of digital advertising traffic was fraudulent, driven by bot networks, fake websites, and hacked computers. I don’t doubt these figures for a second, because the measurement system by which payment is made for advertising is the click, and clicks are easy to generate and automate.

What’s more important, though, is that even a third of your ad budget wasted in digital is significantly better than traditional and offline, where you have absolutely no idea how much your budget is wasted. When you put up a billboard on a highway, you’re making some very broad assumptions about who drives by that billboard, and who has time or interest to read it. There’s a good chance, unless you’ve got a recognizable brand with an immediate call to action (fast food chain of your choice, next exit) that the ad won’t do much good.

MMO-Champion_-_World_of_Warcraft_News_and_Raiding_Strategies

Even in digital advertising, an awful lot of advertisers spend an awful lot of money trying to sell me something I already own. On the gaming blogs I read, Blizzard continues to try to sell me the Reaper of Souls expansion for Diablo III, and I already own it – and because it’s all online, they know it, they have my data and purchase record, and they still show me ads for it.

John Wanamaker is often quoted as saying that 50% of his advertising budget is wasted, he’s just not sure which half. I’d venture to say that advertisers waste far more money on bad targeting than they do on fraud. By no means is fraud a non-issue – it clearly is. But if 50% of your budget is wasted on bad targeting and 36% on fraud, then you’re really only getting 14 cents on every dollar working for your business. I’d say there’s some room for improvement there, wouldn’t you?

Let the ad networks fix the fraud problem (they will, it’s in their best interests to do so) – as marketers, we need to fix the targeting problem.


If you enjoyed this, please share it with your network!


Want to read more like this from ? Get updates here:

subscribe to my newsletter here


Marketing Blue Belt
Get your copy of Marketing Blue Belt!

Order your 2017 Marketing Planning Framework
Download your 2017 Marketing Planning Framework!


Pin It on Pinterest

Shares
Share This
Subscribe To MyNewsletter

Subscribe To MyNewsletter

Enjoyed the content here? Make sure you never miss anything important. Subscribe to my free weekly newsletter, Almost Timely!

You have Successfully Subscribed!