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[ Viewing entries tagged with "Performance & Measurement" ]
Adify Joins Elite Group of MRC-Accredited Companies
We are pleased to announce that Adify has received accreditation from the Media Rating Council (MRC) for its display advertising impressions and clicks measurement. Adify joins Microsoft’s Atlas Media Console as being one of the first to receive this accreditation in the last 12 months.
Place Ads Where People Spend Their Time on the Web Page
comScore, Microsoft Advertising and Eyeblaster announced the results of a yearlong study to find out how conversion results were impacted by ad interactivity, associated content, and viewing time. The study was designed to demonstrate the impact of Eyeblaster’s Dwell analytics capabilities. The research proved, once again, that the winning combination for online advertising success is to pair quality creative with relevant content that keeps users engaged. It’s simply not about the algorithm.
What should you do if someone clicks?
An interesting debate has emerged around the Adify offices: if someone clicks on your ad, what should you do the next time you run into them? Should you serve them another ad for the same product (maybe for something even more enticing), or you should you stop serving ads to that person altogether?
More on why the click is a false prophet for online advertising
More on why the click is a false prophet for online advertising –
Disney and CBS Turn to Science to Improve Online Advertising
The New York Times reported that Disney has made a low seven-figure investment in a CBS-owned Austin, TX facility that is observing how consumers consume media – specifically which ad formats and timing capture the most of the consumers’ attention. CBS originally developed the facility to test TV programming pilots, and is now expanding into online advertising testing.
Release 4.0 Highlight: Post-Impression Tracking
comScore Brand Metrix data shows that many website visitors respond to ads by going directly to the advertiser's site -- either through a brand search or by entering a web address -- without clicking the ad itself. To offer advertisers new insights, the recent 4.0 release of the Adify platform offers a new feature called post-impression tracking (also known as view-through tracking).
How Vertical Ad Networks Can Help Interactive Marketers
Forrester Research's recent report detailing "Online Advertising Predictions for 2009," forecasts a rough and tumble year ahead for interactive marketers. Here are three key issues that interactive marketers will face -- and a look at how vertical ad networks (like those powered by Adify) are uniquely poised to help:
Issue 1: Proving budgets and moving the needle. "In 2009, interactive marketers will be charged more than ever with proving their online budgets, driving sales, or moving the needle on key brand metrics." To prove their value, says Riley, savvy interactive marketers will need to "turn to ad networks to find bargains."
She's right: Vertical ad networks, like those powered by Adify, can deliver the premium audiences of quality mid-tail publishers, at a significant savings compared to portals. Consider Martha's Circle, a collection of interior-design-related publishers, marshaled together under the flag of Martha Stewart, the doyenne of home décor. As noted in the February 17th Forrester report "Ad Networks for Brand Advertisers," vertical ad networks like Martha's Circle offer "access to quality inventory at prices below premium brand name publishers' with the service level of a direct sales force." Premium audiences with less waste? Clearly that's a smart buy.
Issue 2: Data ownership as a means to manage efficiency. Riley forecasts that interactive marketers will want to move data ownership in-house, for optimal analysis. This is another area where working with the Adify platform offers advantages, as we clearly recognize that the party that generates the data owns the data -- whether it's the publisher or the advertiser -- so there's no difficulty in doing the analysis you need to do with the numbers you own.
Issue 3: Testing early forms of attribution measurement as a means to keep tabs on ROI. It makes sense that in today's tight economic times everyone is focused on making dollars go as far as possible, with minimal waste. That's why upcoming releases on the Adify platform will include features that give interactive marketers the kinds of insights they need to understand the value of their campaigns on the network. We can't reveal everything yet -- but stay tuned for exciting announcements in the coming weeks and months.
Clearly it won't be the easiest year we've faced as an industry, but as attention swings to stretching the dollar, vertical ad networks are delivering on the promise of budgetary value, data ownership, and ROI analysis in a way that the big portals simply can't match.
6 Causes for Discrepancies Between Impressions and Click Counts -- And 3 Ways Adify Helps Manage Them
After helping to manage 150+ vertical ad networks, Adify's experience shows that discrepancies between impressions and click counts are unavoidable across networks: One ad server reports a million impressions served, the other records only 950K. However, with the technology and insight provided on the Adify platform, Network Builders can manage these unavoidable discrepancies, control their margins with ease, and gain peace of mind.
Click Fraud and the Need for Transparency
ClickForensics reported this week that 17.1% of all clickthroughs on web advertising are fraudulent, with about 30% of that coming from automated bots. As noted on TechCrunch:
“Click fraud for ads on content networks like Google AdSense and Yahoo Publisher Network was up to 28.2% from 27.1% last quarter…”
The numbers sound grim – but identifying and reducing click fraud is yet another area where Adify’s commitment to transparency and curated content offers advantages to conventional “blind” ad networks. How so? While robotic impressions are relatively easy to identify (if it looks like a “bot gone wild” party, it probably is) -- other sources of click fraud aren’t as easy to spot with technology alone (the IAB is leading a working group to develop standards to help address this growing problem.
ADOTAS features 2009 predictions from Russ Fradin
As the year draws to a close, ADOTAS featured some predictions for 2009 from Adify President Russ Fradin.
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