4 things for advertisers to be careful of …

Ben Shepherd:

1. Ad Networks that say one thing and do the other.
Some ad networks – mostly the blind ones – will tell you many things. One is that they don’t on-sell other ad networks. Secondly, they monitor all their sites for quality and make sure nothing is illegal, racially sensitive or porn-ish. Is this always the case?  It is with Drive/Adconion – but enter the world of the other players and nothing is certain. Make sure you always check these other placements, you will be surprised sometimes by where your inventory may run and what the definition of ‘quality’ is (personally I wouldn’t call xe.com or russian gaming sites or illegal movie streaming sites quality but maybe that’s just me …)

2. The rise of the slide show
One of the most common and lazy tactics employed by publishers in 08 is building page impressions through slide shows in premium areas. For the publisher it’s a win – more inventory to sell, especially in areas that sell out and generate high yield. For the advertiser it’s a lose … what they think is premium placements within deeper content is often a placement next to a slide show about best Hollywood rehab recoverers … one to be careful about.

3. Third party sales houses who claim they have the rights to represent premium sites …
When they actually don’t … no one likes being lied to guys and ultimately you’re the ones who suffer when we cut you off.

4. Turn on AU IP
Most publishers will run your ads (aimed at AU eyeballs) to overseas eyeballs as well. Make sure you specify AU IP otherwise you are wasting a fair chunk of your buy to people who can’t actually buy your product. This happens in 99.9% of instances


3 responses to “4 things for advertisers to be careful of …

  1. International eyeballs on local campaigns BIG problem.

    Of the local publishers, the only one I know that doesnt sell foreign eyeballs as part of regular campaigns is Fairfax.

  2. In addition to the four things that you have identified for Advertisers to be careful of I am keen to understand your persepective on “behavioural” targeting or at least what is being passed off in market as such.

  3. talkingdigital

    Hi Rob,

    Ben here … I have trialled behavioural and found so far it’s been of reasonably limited use. That’s not to say that it doesn’t work … it just hasn’t shown it can to me as yet. Personally I am a big believer in the power of context and think behavioural targeting only answers one part of the equation – it can easily be right person, wrong time …

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