Buyer Be-Aware

Have you seen the latest report from Borrell and Associates on Digital Ad Fraud? You might have already been wondering if Digital Advertising is worth the risk and now this…

The first thing we would like you to remember is, as with any business venture, including advertising, there are risks involved and it is up to you to weigh the risks and rewards and decide if the opportunity is right for you.

And while there are risks, it is important to note that only 6%, according to the Borrell article, of 2016 digital spending was effected by fraudulent activity. This means simply that an incredible 94% of those advertising dollars resulted in successful delivery of advertising impressions.

The use of mobile technology continues to rise and since advertisers go where the people are, digital advertising is not likely to go anywhere – but up. A recent article on Adweek confirms this trajectory, reporting that the digital advertising spending in the U.S is predicted to grow by 15.9 percent this year alone.

So, it really isn’t the digital marketplace that is the risk but a lack of knowledge when it comes to selecting the right digital advertising partner. Knowing the right questions to ask before getting into bed with a vendor is the key to a successful digital campaign. One of our earliest blogs: “Questions to Ask Before Choosing a Digital Advertising Vendor” offers helpful suggestions for separating the best from the rest.

Manning Media considers the best practices listed in the afore mentioned article to be gospel but then goes the extra mile to safeguard your digital campaign by employing filters that surpass simple blacklisting of suspicious web publishers. We have human eyes on your campaign and our team is specially trained to monitor and manage all digital activity, detecting any anomalies in the data that may identify an irregularity.

We utilize the most effective industry tools such as Google’s UTM (Urchin Tracking Module) codes to create custom URLs for tracking your advertising results, enabling Google Analytics to show you where searchers came from as well as what campaign directed them to you.

We work with exchanges who are properly certified such as the Rubicon Project Exchange, whose mission it is “To keep the internet free and open and fuel its growth by making it easy and safe to buy and sell advertising.”

As a part of Rubicon’s efforts to uphold their mission, they have partnered with Integral Ad Science to enable viewability scores for digital advertisers, providing assurances that they are getting value for their advertising monies. IAS uses sophisticated proprietary technology certified by the MRC (Media Rating Council) to prevent fraudulent activity.

Throughout the lifetime of your campaign your digital partner should demonstrate complete transparency through detailed reporting. At Manning Media you are provided with monthly reporting, delivered by a Certified Digital Specialist, that is explained in human terms.

Manning Media is the Digital Marketing Services Company easing the risks and enhancing the rewards of broadcast, digital, interactive and mobile advertising. Call us in Frederick at 301-620-7700, in Hagerstown at 301-733-4500 or fill out our online request form by clicking HERE .

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