Home  › Marketing › Strategies

Report Proves Media Buyers Are Lazy

  |  January 23, 2012   |  Comments

Four things media buyers need to pay attention to in light of comScore's new report.

A comScore report claims that 31 percent of all display advertisements are never seen by anyone, and that 72 percent of all display advertisements are shown on a site or in content other than where it was intended. In other words, most brand media buyers haven't the foggiest clue where their advertisements are being placed. This confirms my claim six months ago that brand media buyers are lazy.

I'm not going to rehash what I previously wrote, because frankly, most media buyers never read the first column because, well…they are lazy. However, I'd like to bring up some separate points about the study that make me wonder about what the industry in general is paying attention to. For all the articles about fraud and quality control, it seems that a large part of display advertising is still showing up on complete and utter crap.

If you are one of the few media buyers who pays attention, here are a few things to think about:

  1. Fraud is still extensive in the industry. As I pointed out in my column "You Are Stupid if You Continue to Ignore Advertising Fraud," the industry still has fraud written all over it. Network after network continues to have "issues" with where their advertisements are placed, but the bad guys keep on showing up in reports.
  2. Advertising exchanges in general stink. Take this from someone who was a consultant helping to build two advertising exchanges (DoubleClick and Right Media). There is only so much inventory to go around, so most exchanges are just reselling crap from other exchanges and networks. We know this to be true, but agencies still try to buy on exchanges over and over again.
  3. Most advertising networks are junk. Look at comScore's top networks and then ignore everyone else. I'm not saying that there aren't some great niche networks, or new companies popping up. However, Right Media has dozens of networks as part of its exchange and every day a new network shows up trying to peddle inventory. If you are buying on any network that claims to have 1 trillion ad impressions but isn't on comScore, you need to wake up and stop being so damn lazy.
  4. Learn about metrics you can count. Seriously, all those tools are useless unless you can see an actual result. I understand branding, but there is always an opportunity to collect information from some of your users. Have a backend ROI that actually knows that these users will sometimes convert. If you are sending 100,000 users to your brand car site, find out if they are actually interested in buying a car, or just thought the advertisement was "really flashy."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Pace Lattin

Pace Lattin has been working in interactive advertising since its inception. From being a co-owner of the company that sold advertising in ClickZ before the turn of the century to founding a major interactive advertising publication, he has been involved with all aspects of the interactive advertising industry. He is currently the executive director of the Executive Council of Performance Marketing, an industry organization that represents over 100 C-level executives. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Resources

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...