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Digital Media Options Presentation

thecovertcode.com

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HOW WE BUY MEDIA ONLINE

Cost-Per-Click – CPC

Cost-Per-1000 Impressions – CPM (also seen as eCPM)

Cost-Per-Acquisition – CPA

(aka Cost-Per-Result)

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Unlike traditional media, the ad exchange rates range and fluctuate based on several factors – type of ad, media channel, user device, time of day/year, competitiveness and industry.

Online advertisers bid in real-time for the opportunity to serve ads across web, mobile, tablet and cross channel such as audio, CTV, in-game, or digital out of home.

HOW THE AD EXCHANGE WORKS

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Websites that have over 10,000 unique daily visitors can join the ad exchange as suppliers. They are paid every time an ad is served to a customer by a publisher through the ad network. They also might sell advertising directly to a company in which case a blue cone is not visible on the ad (top right corner).

Display ads, native ads, pre-roll video set a baseline of

cost-to-serve ad then other factors play a roll including website traffic, audience type, reach, and goals.

HOW THE AD EXCHANGE WORKS

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FOLLOW THE MONEY

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DIGITAL OVERVIEW

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The following tools are recommended to target and deliver messaging at the right time, to the right people.

DRIVE TRAFFIC: FULL FUNNEL

Search Marketing
Programmatic TV, Radio, Native, Display, In-Game

CONVERT TRAFFIC

Remarketing (FULL FUNNEL)

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CHANNELS & CREATIVE ASSETS

Banner Ads
Native Ads
Pre-Roll Video
Text Ads
Shopping Ads
DOOH
In-Game
Audio
CTV / OTT

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Banner Ads

Are distributed via the Display Network by media publishers or purchased directly by a company with the website, app or game.

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https://docs.google.com/presentation/d/109VIt-0zMsbjlgY1q-KPjjJqigCCqvEd/edit?usp=sharing&ouid=108281268310451097302&rtpof=true&sd=true

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Native Ads

Are considered “click bait” and can contain a gif, video, image �or shopping catalogue. While most are bought on a CPM model, Outbrain, a new agency-recommended partner, offers a CPC model and exclusive content partnerships that add up!

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VIDEO

Can run across websites, applications, and games. Typical length 15, 30 or sometimes 60 seconds. One way to ensure your ads are not skipped is to set a viewability goal. My personal target is 75%.

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TEXT & SHOPPING ADS

These ads contain headlines, descriptions, logos, and images. Make sure to maximize all options available to you in terms of character count and responsive ad options. Remember to only run text ads inside of the search engine. Do not expand reach to partner sites or display networks.

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Note: To Run a Shopping Ad you must first create a free Merchant Center account with Google. Then you can link it with Google Ads to run shopping ads and link your product catalogue.

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DIGITAL OUT OF HOME (DOOH)

These can contain display, video or interactive experiences and can be bid on by time of day, weather or specific types of location specific data. i.e., airports, malls, bars, golf carts, banks, office buildings, etc.

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BLENDED-IN GAME

Like product placement, your banner ad or video ad will be displayed inside the game to your desired audience.

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PROGRAMMATIC AUDIO

This includes Podcast sponsorships, digital streaming, and digital radio.

Tip:

Consider bidding more aggressively for morning drive or evening drive times by adding a time-of-day bid adjustment. This is especially recommended for remarketing campaigns to increase the frequency to users who have already been to your website. Go big and make sure they act. For front funnel, focus on cheaper impression shares; your focus is awareness and consideration and better to cast a wider reach.

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Source: Spotify

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CTV / OTT

CTV includes ads bought programmatically and shown on consoles, computer/mobile streaming, gaming devices, over-the-top (OTT), or Smart TVs.

Key Difference:

CTV is about the device used for streaming, while OTT is about the content being streamed, regardless of the device used.

Tip: Bid more aggressively for prime time 5pm-9pm by adding a bid adjustment. Win those eyeballs!

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HOW TO SPOT A FRAUD

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Questions We Must Ask:

How can you prove my impressions ran?
How can you prove clicks were made by human vs. bots?
How are you tracking IVT traffic and who pays for it?
How are you acquiring data and measuring results?

WELCOME TO THE WILD WEST

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Screen Captures
Third Party Pixels
The Sniff Test, have you ever seen your own ad?

IMPRESSIONS?

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Tip For Media Partners: What Publisher are you using to distribute my ads through the display network?

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General Invalid Traffic (GIVT):

refers to invalid traffic that is easily detectable and preventable using standard filters and automated processes.
Only can be blocked inside the search engine post first click.

HUMAN?

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Tip For Media Partners: Are we paying for invalid traffic?

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Ad Fraud by 2024 reaches $100 Billion in click fraud, fake impressions and bots.

HUMAN?

Click Farms, Impression Fraud, Ad Stacking, Pixel Stuffing, Domain Spoofing, Cookie Stuffing, Fake URL Listings, Cross-Site Scripting, Click Injection, Install Fraud, Bot Traffic, Reseller Fraud, Fake Leads, Video Ad Fraud…

$100 Billion in click fraud, fake impressions and bots.

Sophisticated Invalid Traffic (SIVT):

SIVT involves more complex and harder-to-detect forms of invalid traffic. It requires advanced detection methods like behavioral analysis and machine learning.

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20-30% of PPC ad clicks are fake.

Programmatic is estimated that $1 out of every $3 is wasted due to ad fraud.

STOP, DROP & ROLL

Digital fraud in marketing is a growing challenge, with ad fraud costing the industry an estimated $100 billion by the end of 2024. Fraud tactics include click fraud, where 14-22% of paid search clicks are estimated to be fraudulent, often driven by bots. 40% of digital traffic is non-human.

Small businesses are particularly vulnerable, with some reports showing that click fraud can consume 30% of their ad budgets. Fraudulent traffic inflates key performance metrics, distorting the effectiveness of campaigns and leading to wasted spending and misguided strategy adjustments.

The rise of botnets and increasingly sophisticated AI-driven fraud has further complicated the fight against ad fraud. These bots can mimic human behavior, making detection harder. This issue spans across various digital marketing channels, including programmatic ads, paid search, and social media

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250,000 Websites Launched Daily. That's 175 per minute.

40-50% of the internet traffic is non-human.

What About SEO?

STOP, DROP & ROLL

Digital fraud in marketing is a growing challenge, with ad fraud costing the industry an estimated $100 billion by the end of 2024. Fraud tactics include click fraud, where 14-22% of paid search clicks are estimated to be fraudulent, often driven by bots. 40% of digital traffic is non-human.

Small businesses are particularly vulnerable, with some reports showing that click fraud can consume 30% of their ad budgets. Fraudulent traffic inflates key performance metrics, distorting the effectiveness of campaigns and leading to wasted spending and misguided strategy adjustments.

The rise of botnets and increasingly sophisticated AI-driven fraud has further complicated the fight against ad fraud. These bots can mimic human behavior, making detection harder. This issue spans across various digital marketing channels, including programmatic ads, paid search, and social media

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”Geotargeting” and other front funnel companies use lists to acquire data.

Companies that are “shady” will try to take credit for an ”impression” that resulted in a conversion on your site up to 120 days post being shown.

Covert Attribution - 30-day click, 24-hour view through.

DATA INTEGRITY & ATTRIBUTION

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Want to experience funnel remarketing? SCAN ME

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Consulting Services

Take your digital marketing to the next level. I’m passionate about spreading the word on best practices in online and digital marketing. Available for speaking engagements on topics related to digital marketing and enterprise technology consulting services, give me a call.

808.219.0655

anna@thecovertcode.com