Studies have suggested that up to 50% of all money spent on advertising
is wasted. The question is: what parts of paid advertising work and what parts
fail?
It is thought that around half of all digital display advertising is
never seen by users on the web at all. However, Google are looking to bring
their special techniques to display advertising by enforcing methods such as
the current linking of ad’s to their search algorithm.
"A big focus for us is
making digital ads work for brand advertisers," said Google executive
Andrea Faville. "How do you come up with a measurement for brand
advertisers that works like clicks and conversion rates do? How do you tell
whether a human being has actually seen an ad?"
Image source: http://www.theguardian.com/technology/2013/mar/13/google-keyword-advertising-wastes-money-ebay
Google have created a new technology that is said to track an ads
‘veiwability’. This will ideally help advertisers distinguish which of their
ad’s are visible and which are being unseen for which ever reason.
This is
thought to result in the advertisers who purchase their campaigns over Google’s
massive display network, only paying for the ad if the minimum of 50% of that
ad can be seen and for no less than a second.
"There is a big need for more transparency online," said
Joshi. "Advertisers are wanting to see more honesty about whether ads are
actually being delivered to a site, whether they have been seen, and what
content the ad is appearing next to."- http://www.theguardian.com/technology/2013/dec/29/google-advertising-viewability-technology
The amount of digital advertising
used globally has doubled in the past four years. This has not affected the
price however as the amount of advertising space is far from limited. Even
large, well known companies such as the Mail Online are only making a small
portion of their revenue in display advertising.
Google think that this new technology
will change the game entirely and may pull advertisers away from TV.
Viewability has always been a huge obstacle for Advertisers. Yes the programme
you place your ad around may attract many viewers, but that doesn’t ensure they
will watch your advert too. Maybe that’s the time they choose to put the kettle
on or go to the toilet? No platform old or new has been able to show or monitor
the veiwability of an ad. So it seems like Google has hit the nail on the head?
Not everybody thinks so;
“ Rob Horler, chief executive of the northern European operations for
media agency Aegis, is suspicious of Google's motives. "I think it is a
bit oversold," he said. "Google is desperately trying to secure big
brand advertisers to switch out of TV and newspapers and want the currency
online to be seen as the same." - http://www.theguardian.com/technology/2013/dec/29/google-advertising-viewability-technology
It
is without question that this new technology from Google is a huge step in the
right direction and marks a massive improvement in monitoring ad veiwability,
all results and expectations can only be a theory, it’s still can’t prove 100%
that the advert has actually been seen.
So
what do you think? Is this a new turning table for advertisers or has it always
been about clicks and sales?
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