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Why is your brand story not being heard?

07 March 2016
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.

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? 

To ensure:

  • Your brand is protected: use a content verification technology service, which will help detect when an ad is being served in an inappropriate environment, and blocks the ad from ever appearing.
  • Your ads target only real people: ads are being served to robots every minute, every hour and across every campaign, but a real time detection and blocking technology will minimise your campaign’s exposure to fraudsters.
  • Your ads are served in the right market: verification technology exposes when an ad is served outside of your desired geography, where possible, use blocking technology to stop this.
  • Your ad has the opportunity to be seen: independently monitor your campaigns’ viewability data in real time, to know where your ads have maximum attention and exposure.

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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