How Pay-Per-View Networks Cost Advertisers $180 Million A Year In Impression Fraud

online-internet-fraud-featured A significant percentage of the top 100 online advertisers are being victimized by pay-per-view (PPV) networks that perpetrate impression fraud, according to a new study conducted by MdotLabs, an ad secure platform recently spun off from Broadcast Interactive Media. "We conservatively estimate the number of invalid impressions that are generated from PPV networks to be on the order of 500 million per day. Assuming the modest quality level for sites that are part of PPV networks, we estimate the cost to advertisers for this fraudulent traffic to be on the order of $180 million annually," says [...]


Report: Video Ad Shares Grow 7% In Q2 With Help From Dove, Evian & The Man Of Steel

Video click Video technology company Unruly's newly released Q2 2013 Social Video Report reveals online video ad shares grew seven percent during the second quarter, even after a strong Q1 boosted by Super Bowl ads. Examining video ad shares for the entertainment, FMCG/CPG, technology, retail, auto and finance industries, Unruly found that the entertainment industry experienced the most video ad shares, while the FMCG/CPG vertical saw Dove's "Real Beauty Sketches" ad become one of the top three most viewed ads of all time. The auto industry was the only vertical to see a drop in video ad shares, dow [...]


73% Of Online Publishers Offer Native Advertising, Just 10% Still Sitting On The Sidelines [eMarketer]

Percent of Publishers With Native Advertising Nearly three quarters of U.S. publishers offer online native advertising opportunities on their sites, according to new research released by eMarketer from the Online Publishers Association and Radar Research. Just 10 percent of publishers say they don't have and aren't considering adding native advertising to their sites. In taking the pulse of how publishers define native advertising, the study seems to hit on some consensus. Over 90 percent agree that native advertising is an ad's "integration into the design of the publisher's site." Interestingly (and somewhat bewilderingly), 21% [...]


Amazon Ad Revenue Jumps 45 Percent, Tops $600 Million [Report]

The world's largest online seller generated nearly $610 million in ad revenues last year according to a new report from eMarketer. The e-commerce giant is making a play for more digital ad business with substantial efforts to build out its in-house ad tech capabilities and expand its offerings on mobile through the Kindle and apps. Last year's revenue jumped 45.5 percent from 2011, and the company's ad revenue growth is expected to increase nearly 37 percent this year to $835 million after traffic acquisition costs (TAC). eMarketer assumes that, unlike competitors like Google, Amazon does n [...]


Sharethrough Mobile Platform Launches To Power Native Advertising On Mobile Devices

Sharethrough Mobile Native Ads Today, native advertising company Sharethrough announced the launch of Sharethrough Mobile, a platform that allows advertisers to promote branded content through native ads across mobile devices. Sharethrough uses proprietary technology called Real Time Templating (RTT) that enables the platform to identify the style elements of any webpage and match the look of each individual ad to that environment. RTT also adapts to any future style updates publishers make to their templates so ads stay consistent with the new elements. Below are examples of how Sharethough mobile ads appear across d [...]


Google Viewability Metrics Prove Viewable Ads Are 21 More Times Likely To Be Clicked

Google AdWords Display Network Advertising With today's announcement of their viewability measurement tool, Active View, receiving accreditation from the Media Rating Council, Google released new data highlighting CTRs of display ads based on viewability metrics. According to their findings, users are up to 21 times more likely to click on a viewable ad. The viewability metric measures the percentage of an ad that is viewable on screen and the length of time the ad is displayed. To meet the IAB's standard for viewable impressions, at least, 50 percent of the ad must be viewable on screen for one second or longer. After comparing [...]


Survey: 92% Agree Ad Supported Online Content Is Important To The Overall Value Of The Internet

Digital Advertising Alliance poll In a poll commissioned by the Digital Advertising Alliance (DAA), 92 percent of 1,000 Americans surveyed agreed that free news, weather, email, blogs and video content was either somewhat or extremely important to the overall value of the Internet. Less than 10 percent of the people polled would prefer an ad-free Internet where users paid to access  blogs, entertainment sites, videos and social media sites, while 75 percent surveyed said they prefer the existing Internet model where most content is free, but includes ads. Conducted earlier this month, the poll measured attitudes reg [...]


Record Breaking Quarter: Digital Ad Revenues Cross $10 Billion Mark For The First Time

weather-rain-money-featured With the third consecutive year of double-digit annual growth, digital advertising revenues hit new records in 2012, according to the IAB’s annual Internet Advertising Revenue Report conducted by PwC. Released today, the report shows a 15% rise to $36.6 billion in U.S. digital advertising revenues in 2012, with Q4 revenues topping $10 billion for the first time. Coming in at $10.31 billion, Q4 ad revenues increased 14.9% from the prior year and were up 11.6% from Q3, outperforming the overall media market. Nielsen Company and Kantar both estimated that total media revenues grew just 3% in [...]


Report: Automotive Sector Saw a 377% Increase In Social Video Shares This Quarter

Video click Video technology company Unruly released a Social Video Quarterly Report for Q1 2013 today, the first in a new series of quarterly reports measuring social video advertising trends. According to their findings, the Entertainment sector won 28.7 percent of total shares for social videos, followed by the FMCG/CPG, Tech and Automotive sectors. The two entertainment video campaigns that drove the most shares were a set of two trailers for the movie Fast & Furious 6, which generated a combined 4,090,803 shares and Fox's ad for the 'Homer Shake' episode of the The Simpsons which garnered 568, [...]


Mobile Video Views Surge 300%; Tablets Fuel Growth And Engagement

It's no secret digital video consumption continues to increase as TV Everywhere expands and mobile audiences grow. The U.S. Digital Video Benchmark 2012 Review from Adobe looks at digital video trends and ways publishers and advertisers can make the most of their video content and campaigns. Adobe's Digital Index team looked at 19.6 billion video starts on media websites and 10 billion ads served by Adobe media customers as well as 450 million Facebook posts. Mobile Video Takes Hold Video consumption continued to grow on PCs last year, but 2012 was the year that video on mobile devices ga [...]


Key Learnings On The PLA Marketplace

Google's switch to an all-paid shopping search experience, featuring Product Listing Ads (PLAs), was the single largest change to the retail paid search landscape last year, and the offering continues to evolve as the official release of PLAs on smartphones was announced last month. PLAs are not only a new ad format but also a new marketplace, with auctions running independently of traditional text ads although they're often being served alongside them on search result pages. Now that the new market has had time to mature, we can take the opportunity to step back and review what we have lea [...]


Social Ad Revenue To Grow 18.6% By 2017 [Report]

money-social-network-featured According to new forecasts from local media analyst firm BIA/Kelsey, U.S. social ad revenues are projected to grow from $4.7 billion earned in 2012 to $11 billion in 2017, an $18.6 compound growth rate (CAGR). While BIA/Kelsey expects mobile local ad revenue to experience an astounding 49. 3 percent growth rate during the next four years, locally targeted social ad revenues are expected to grow as well, generating $3.6 billion by 2017, an increase of 26.4 percent from $1.1 billion earned in 2012. The analyst firm attributes this growth to more local penetration by both brands and SMBs as so [...]


TripAdvisor Proactively Adopts Viewability Standard With “Delayed Ad Call”

Trip-Advisor-logo TripAdvisor ushered in a big change to their display ad placement platform last week that could have repercussions well beyond the travel industry.  In a proactive response to ad industry initiatives to move from a "served" to a "viewable" impression metric, the company announced last week that it launched "Delayed Ad Call". Advertisers will be charged for an impression only when a user scrolls to the area of the page where the ad is shown. TripAdvisor's VP Global Display Sales, Martin Verdon-Roe told Nick Vivion at Tnooz.com It means that not only are our ads more trustworthy but the [...]


Analyst Firm Forecasts Mobile Local Ad Revenues Will Grow To $9.1 Billion In The Next Four Years

Local media analyst firm BIA/Kelsey forecasts U.S. mobile local advertising revenue will grow from $1.2 billion in 2012 to $9.1 billion in 2017, experiencing a compound annual growth rate (CAGR) of 49.3 percent. "Though inventory growth currently outpaces advertiser demand, we believe the latter will begin to accelerate," said Michael Boland, senior analyst and director of content at BIA/Kelsey. The outcome of such acceleration will be increased over all mobile ad spending along with increased mobile ad rates, including CPMs and CPCs. Defined as advertising that is targeted based on a us [...]


Study Finds Rich Media and Video Improves Digital Ad Engagement [DG MediaMind]

DG MediaMind released the 2012 Global Benchmarks Report, an analysis of more than 600 billion display ad impressions in 2012 from standard banners, rich media and video. The study showed that engagement improved with the inclusion of rich media and interactive video elements in ads. Globally in-stream video ads grew, and video ads met the threshold to be included in the benchmarks for 23 countries versus just 16 previously. Here is a breakdown of CTR in North America by ad type: 0.10% Standard Banner 0.14% Rich Media 0.16% Expandable Banners 0.85% In-Stream Video 1.92% Intera [...]


Microsoft Study: Multi-Screen Behavior And What It Means For Marketers

mobile-devices-screens-featured We all know the day of multi-device and cross-screen usage is here. The challenge for marketers is to understand how to communicate effectively with consumers as they engage with multiple devices simultaneously and sequentially throughout the day. A new study commissioned by Microsoft, titled Cross-Screen Engagement, aims to help marketers learn how users are engaging with multiple screens and to find opportunities to reach consumers "in their moment". In the two-phase study, Flamingo Research and Ipsos OTX interviewed consumers in five markets—Australia, Brazil, Canada, the UK and t [...]


Twitter Likes Promoted Tweet Results, Pushes Brand Surveys Out of Beta

twitter-tweet-featured Today, Twitter released some initial findings of the Nielsen Brand Effect for Twitter's survey program that launched last fall to help advertisers measure the impact of their Twitter campaigns. The program is graduating from beta, and brand surveys will be "widely available" to advertisers in the United States, the United Kingdom and Japan. The findings of the beta studies include: Promoted Tweet exposure drove 22% increase in message association Brand favorability saw a 10% lift when users saw a Promoted Tweet campaign 2-3 times versus once. Users who engaged with a Promoted Tweet [...]


Study Reveals Brand Marketers Mostly Clueless And Inept At Localization

local-maps-featured E-commerce in the US was worth something approaching $300 billion (comScore says $289 billion) in 2012. Offline commerce (goods + services) was worth at least $7 trillion according to US government figures. Local commerce is thus roughly 25x the value of e-commerce. Activity in local stores generates much more revenue for brands and national marketers than online conversions. You would think then that national marketers would be working hard to tie their brand campaigns to offline stores and sales efforts. If you did, you would be wrong. Most national marketers emerge as inept regardi [...]


Product Listing Ads Remain Strong – Paid Search Trends For February 2013

Cost-Per-Clicks (CPC) fell across the board month-over-month, as is typical for February, resulting in a 5% lower CPC for Google and 3% lower for Yahoo!-Bing, compared to January. Year-over-year (YoY), retail CPCs are stronger on Google, partially due to rising CPCs on Product Listing Ads (PLAs), ending at a 5% YoY gain for Google and a slight 1% loss for Bing. February 2013 CPC Update, US Search MoM Change YoY Change Google Retail -3% 7% Finance -10% 2% Overall -5% 5% Yahoo!-Bing Retail [...]


Stark Differences: Social Vs. Search Referrals & Ad Clicking Behavior

mouse_dollar_bills The search marketplace is still a relatively young industry, yet the technology and investment communities view it as a mature market. A near-total majority of web users utilize a search engine on a daily basis, and the largest players are now generally entrenched. In this context, social networks represent the next growth industry -- in use by a continually growing portion of the population and presenting unique use cases that attract consumers and brands that want to engage either directly and/or through ads on the platforms. Search Engine Vs. Social Network Ad Clicks Both search engine [...]


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