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:
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
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.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT