Ever since marketers started paying for advertising, they’ve wanted to know if it’s working. Marketers who write the checks for digital campaigns want accountability from the media space providers, too. Defining and measuring ROI has been difficult until now but vendors are rolling out new tools designed to make a difference.
When marketers approve a digital campaign, they want to know how many impressions were delivered. It’s equally important to know if the ads were served in the right geographic region. And these days, marketers have concerns about the content that will be appear on the page next to their ads. If those numbers don’t look right, marketers are less willing to pay the price the media company is asking.
comScore analysts just completed its vCE Charter Study which was designed to help them understand the ‘quality of ad delivery’. Here’s a snapshot of how online ad delivery is working:
- Delivered ad impressions which were considered in-view: 69%. [The rest of the delivered ads were not seen because consumers scrolled down before the content loaded or did not scroll to the part of the page where the ad was displayed.]
- Ads delivered outside the correct geographic market: 4%. [This error occurs in cases where the advertised product is not sold in markets where it was advertised.]
- Ad campaigns in which some ads appeared next to content considered ‘not brand safe’: 72%
Dr. Magid Abraham, President and CEO of comScore says, “The display advertising market today is characterized by an overabundance of inventory, often residing on parts of a web page that are never viewed by the user. This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers.” comScore has recently released a new product, Validated Campaign Essentials. (vCE), which clients can use to address some of the programs with display ad campaigns. It is likely that competitors will also roll out products to help marketers determine the effectiveness of their display ad campaigns as well.[Source: comScore Introduces Validate Campaign Essentials. (vCe). 18 Jan. 2012. Web. 2 Feb. 2012]