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By Niall Hogan, UK Managing Director at Integral Ad Science
Marketers invest huge amounts of time, energy, money and other assets into getting their brand stories right. From research to the most compelling creative that an ad agency can produce; the effort that goes into creating an interesting and engaging brand story is impressive.
However, all of this effort is being compromised at the last hurdle: placing the media in front of consumer. The brand’s story is not being seen or heard. Why is that?
Not all digital ads that are served are seen*. There are a number of reasons for this. Over 50% are served and never viewed, while 7.8% of online advertising ads are served, but are served fraudulently, and either consumed by a bot and not a human, or served in a way that a human has no chance of seeing them (for example, hidden behind another ad).
What about ads that are served within the wrong environment - placed before a beheading video or on a pornographic site?
These ads are not only wasted, but in this age of social media, they have the potential to cause the most reputational damage, as one impression can be shared with thousands of consumers at the touch of a button.
We believe that Brand Stories must have the opportunity to be heard, to have a positive impact on the consumer and for the advertising campaign to be effective.
What can marketers do to ensure that this happens?
As we move further into an automated digital world, and we divorce humans from the digital selling and buying process; we can see these risks becoming exaggerated on Programmatic buys.
It is time to mitigate these risks and let the story be heard.
*Integral Ad Science Media Quality Report Q4 2015/ www.integralads.com
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