2020 Election: Zeroing in on Key Voter Audiences Infographic

Before voters visit the polls – they are going online. With the 2020 election quickly coming into view, and with campaigns already stirring, the time is now for campaign marketers to invest in connecting with voters online, wherever they may be. It’s expected that huge amounts of money will be invested in reaching voters through traditional methods like TV spots, direct mail, and canvassing. But, one thing to watch is the increase in spending across digital channels. Kantar predicts that digital ad spend will account for 20% of overall campaign ad spend this election. Digital channels have reshaped the voter journey, how they conduct research and make decisions at the polls. At every tap, swipe, and inch, voters are consuming advertisements, news, and connecting with influencers.

In these moments, it’s important for political campaigns to be present – not only to augment traditional ad spend, but to capture the hearts and minds of voters. Like every digital marketing campaign, understanding the key audiences comes first for campaign marketers and is fast followed by identifying the best targeting tactics.

This infographic calls out several of the key voter segments and the digital advertising tactics that campaigns and agencies can use to connect with key voter-eligible Americans.

 

Download the full infographic here

 

Women’s Sports Fans: Understanding A Surging Audience

A new approach to understanding, reaching, and resonating with sports fans is overdue. Across the world, a new consumer segment of sports fans is surging: women’s sports fans. It should come as no surprise that people are catching on to the entertaining and exciting world that is women’s sports – take the US Women’s Soccer team’s huge 13-0 win over Thailand in the first round of the 2019 World Cup. Even though fans are now tuning into more and more women’s sports, simply put, many brands and advertisers have yet to adjust to the unprecedented pace of change that our culture has placed on sports.
With nearly two-thirds of the population saying they have interest in at least one women’s sport, what do marketers need to know about this growing audience? This infographic dives into women’s sports fans, profiling the attributes they share, and key recommendations for marketers looking to reach them.


The lifestyle of Women’s Sports Fans
People that enjoy watching female athletes compete at the highest level have similar attributes when it comes to the manner in which they live their life. Overall they are interested in the following:

  • Green or Eco-friendly living
  • Actively helping and donating to Charitable organizations
  • Health & Wellness

The work life of Women’s Sports Fans
Overall, women’s sports fans are established in their careers, working administrative or management jobs in a variety of industries. The most common jobs for fans of female sports to have are:

  • Administration
  • General Management
  • Product Development
  • Human Resources
  • Information Technology

The interests of Women’s Sports Fans
Obviously these sports fans aren’t going to spend their entire day watching sports, so what do they also enjoy doing? These sports fans have diverse interests including:

  • Handicraft/DIY
  • Photography
  • Food & Wine
  • Home Reco

Recommendations for Marketers
With major sporting events like the 2019 Women’s World Cup, the French Open and growing interest in professional sports leagues like the WNBA, advertisers and marketers have a great opportunity to hone in on these audiences, understand who they are and their interests. These sports fans are complex individuals with unique interests, but advertisers can use this to their advantage. Using multi-device programmatic advertising, advertisers can reach fans first-and-foremost while they’re watching the game, but also through an omni-channel experience. After analyzing these audiences, our team has come up with a few ways to target and interact with these passionate women’s sports fans:

  • Utilize Cross-Device Display: Nearly 93% of women’s sports watchers say they reach for another device while they tune in to watch TV, most popularly their phone. If these fans aren’t using their phone to message their friends, they are using social media (54%), checking emails (48%) or searching for products to buy (36%). All of these actions offer great opportunities for marketers – if it isn’t in the budget to pay for a TV spot, if you’re aware of a game or tournament going on, you can target these fans via mobile of desktop.
  • Incorporate App Ownership: As previously stated, because people watching these games are also invested in their phone, there is a great opportunity to target based on app ownership data. Knowing the interests of these audiences, you can target them based on downloaded apps beyond sports – but photography, DIY, food & wine and their other many interests to further drive interactions.

Interested in learning more about targeting this growing women’s sports fan audience – or other specific audiences that your brand is looking to reach? Learn how you can leverage programmatic in your brand’s marketing plan with Digilant. Reach out to us for more information here.

Methodology
This infographic is based on the findings of a study conducted by Digilant. To conduct this study, Digilant combined Consumer Persona, a proprietary insight, and predictive modeling technology, with third-party consumer data to uncover the unique attributes shared by women’s sports fans. Data was collected in June 2019.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 5

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.

 

Download the infographic here.

Part 5: The Power of Programmatic – Next Steps

The power of programmatic is unmistakable when it comes to the travel industry. Consumers peruse through apps, websites, and social media accounts when trip planning and the amount of information they come across is overwhelming. They are overloaded with clutter from advertisers, influencers and friends at all times of the day. Simplicity is difficult to come across amidst streams of mass messages. And consumers are discouraged. To ease their frustrations, your brand needs to reach out to targets in individualized ways at the right places and times. Programmatic makes this possible by matching the most accurate travel ads to the most promising groups of consumers in seconds.
Why Programmatic? What’s the Use?
Employing programmatic techniques means targeting audiences as accurately as possible. It’s an automated process that digitally purchases ads, serving the right campaigns to consumers based on past browsing habits. It’s an area of advertising that is booming and becoming a necessity across industries. By 2022, about 90% of mobile display ads will be processed programmatically. And 78% of travelers are downloading more, (or the same amount) of travel apps this year than they did in 2018. Tech users grow and tech applications only continue to advance. To keep up — especially in the travel industry, where tech is heavily relied upon — programmatic must be used to successfully catch the attention of consumers who rely on their mobile devices and laptop screens.

How Can Programmatic Engage With Travelers?
When it comes to travel planning, the customer journey is a lengthy, exhausting one. To simplify lives and make a profit, begin to track and act on programmatic campaigns with the following in mind:

  • Optimize Your Creative: Visuals speak louder than words in the travel industry. Today’s tech allows marketers to reach out to consumers with data in mind. They have extensive access to names, past browsing histories, locations, and so on. Using these past engagements to fuel stronger, more personalized ads in the future can assist in amplifying interest (Read more about optimizing creative with DCO here). Programmatic makes the development and successful delivery of these ads more than possible. And by mixing these abilities with mobile, your company has the ability to make great impact upon summer 2019 travelers.
  • Mobile is the place to be: 46% of travel brands feel like they haven’t invested enough in mobile tactics. Another 16% of brands have strayed away from mobile marketing entirely. Regardless of where your company stands, consider the immense power of social media upon today’s tourists. They are always using their phones. They travel with them and rely upon them. Advertising on mobile, is becoming the best way to communicate with travelers in 2019. To not invest would mean missing out on reaching massive groups of prospective consumers.
  • Use Your Voice: More and more, consumers are coming to terms with the idea, and beyond that, the benefits of artificial intelligence and chatbots. Millennials and Gen Z consumers believe that chatbots of digital assistants would make the booking process easier and business travelers are already actively using voice assistants to check-in to their flight or check the status of it. So, consumers are already expecting to be able to connect with a voice – real or artificial – during travel, making it essential that your brand is prepared for this capability.

Make sure you are all set for the 2019 summer travel season by ensuring your programmatic plans are reaching their full potential. Interested in learning how Digilant can help with your next programmatic video buy? Contact us here.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 4

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.

Download the infographic here.

Part 4: The Rise of Artificial Intelligence and Chatbots

Artificial intelligence in the form of chatbots and voice assistants is making travel planning a simpler endeavor for today’s travelers. 36% of Gen Z and 32% of millennial consumers in the US already believe digital assistants are simplifying the booking process. Younger travelers crave being in constant communication. As they engage with hotel, airline, and rental car brands, they want to connect, (either with human or bot) at every stage of the process. There are trillions of questions that arise when vacation planning — particularly regarding prices, locations, activities, etc. — and A.I. has the power to address concerns and solve problems quicker than ever before. Companies affiliated with the travel industry must prioritize combining technology with communication this year because by 2020, almost 85% of consumer interactions will come to life through bot conversationalists.

What’s the Appeal? Why AI?
Adding artificial elements to your brand’s site or mobile app will enhance your consumer’s journeys tremendously. Today’s travelers have little time to submit contact forms and wait weeks for responses back – they are preoccupied and impatient, seeking accurate answers in real-time, so being directed from place to place like a pinball is discouraging. With a bot or voice assistant, a consumer knows where to ask a question and trusts that these devices will either (a) give them the answer or (b) direct them to someone who can answer the concern right away. This technology has the power to give your brand a unique voice that is strong, efficient, and entirely consumer-focused. Whether chatbot, mobile trip planning app, (think of Walt Disney World’s My Disney Experience app) or Amazon Alexa voice command, artificial intelligence provides instant connectivity that is accurate and straight-to-the-point. It’s the transparent communication revolution that travelers have been craving for years. Embracing advanced technology will not only enhance the planning process, but the entire vacation itself.

Why Should a Brand Invest?

30% of travelers have used chat platforms to research and solidify trips. Another 60% would be comfortable doing so in the future. Consumer interests aside, technology is advancing and expanding across the globe quickly. Ample voice assistants are being introduced to the public. More chatbot businesses are forming and expanding their reach to companies across all industries. Simply put, sitting out on artificial intelligence is no longer a viable option. As the preferences and expectations of consumers change, so do a brand’s operations and strategies. Investing in A.I. comes at a hefty price, but its power to transform how your company forms relationships with vendors and consumers is undeniable. 40% of travel brands plan to use 2019 to invest in voice technology. By implementing new tech, your company is able to become a top competitor in today’s long awaited, extremely profitable, newly embraced A.I world that is here to stay.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 2

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.
Download the infographic here.

Part 2: How and When Travelers Book

In 2015, the average traveler would click through 38 websites before booking a trip. In 2019, that number has dropped to 4.4 websites. As more sites and digital experiences improve, trip planning processes become simplified and streamlined. Consumers are no longer hit with a million different options at once when searching for hotels, destinations, or flights, instead, the use of data has made online searching less complicated with the delivery of targeted links and ads. This simplicity, paired with an increased desire to see and do more, has altered how travelers decide where to go and when. For summer 2019 travelers, expect the following habits as consumers begin to pack and venture elsewhere.

The Booking Process
A majority of summer travelers will be unphased by brand loyalty this year. Only 9% already know what brands they want to book with while others remain unbiased. Travelers, (younger consumers especially) are more concerned about price and convenience. Brand consideration, therefore, will only come into play after an affordable, time convenient option rises to the surface. 60% of US consumers consider an impulse trip based on a good hotel or flight deal. Whether it’s a high-end hotel discount or questionable red-eye flight offer, price assures commitment. This motivation will mean a rise in shorter, last-minute trips across age-groups in 2019.

Additional Influences
A consumer finds an affordable flight one day and they’re on their way to a tropical destination the next. Sure, the price played a part, but what encouraged them to travel in the first place? When it comes to social media, 37% of consumers claim to be influenced by destination-based photos and videos posted by others. Compare that number to the 24% of travelers who are motivated by branded travel ads.  As 97% of millennials post content from their trips on social media, more and more consumers are compelled to make purchases. They rely on the words of others and remain vigilant of trends. With more posts comes more influence and, as a result, more reasons to travel.
Instagram post or travel advertisement, today’s consumers are heavily impacted by visual content. They rank Instagram – a visually powered app  – as one of the most influential platforms for travel-based advertisements. Popularity in photo and video driven apps has quickly made “the image” the most memorable part of any campaign, especially when it’s targeted and uniquely personalized. Investing in appealing, high-quality images has quickly become a necessity when it comes to communicating with today’s consumers. This is especially the case when reaching out to the vacation, digitally minded consumers who will be traveling during the summer of 2019.

2019 Travel & Tourism Trends: A Digital Marketer’s Programmatic Passport – Part 1

Summer is a little over a month away and digital consumers are just a search, scroll, and click away from taking advantage of the flexibility that the season grants, as many take a break from their day-to-day and book the perfect getaway. As one of the largest industries, projected to reach $2.4 trillion in the next ten years, digital marketers need to ensure they are up-to-date on the latest trends and technologies, especially as consumers continue to utilize online booking capabilities. Nearly half of travelers begin trip planning with a search engine, 30% on social media and 23% watch videos, so utilizing the power of digital advertising and ensuring your brand is front-and-center in the planning process is key. It’s essential for marketers/media planners to understand the different types of travelers, how they are deciding where to go, when they’re booking and how to reach them in order to execute a winning programmatic campaign. So, Digilant has complied an infographic, based on industry research and insights, outlining the answers to all these questions.
Download the infographic here.

Part 1: The Different Types of Travelers

People of different generations will be jumping on planes, renting cars, and exploring various areas of the globe this summer for a number of reasons. Whether venturing for business or relaxation, travel consumerism is on the rise. Looking into who is traveling and why, (especially far in advance) can determine how and when your company engages with the right audience. Generations respond to ads in different ways, at different times. To resonate with targets best, consider Digilant’s findings regarding this year’s most impactful groups of travelers:

Who will be traveling in 2019?
The Dominant Force (baby boomers): Those born between 1946 and 1964, will be the dominant group of travelers in 2019. They are projected to go on 4 to 5 trips this year, particularly on longer vacations based around upgraded accommodations. This group puts an emphasis on finding the best hotel rooms, flight arrangements, and dining plans, which explains why they spend 20 to 50% more on trips than any other group. They secure excursions far in advance –  31% already booked 2019 trips by September 2018 – and actively keep tabs on future vacations. They will be traveling internationally this year, (over 40% of international travelers will be going to Europe) and domestically.
The Last Minute Travelers (Millennials): This group is also expected to take 4 to 5 trips in 2019. What’s unique about this group, however, is their universal expertise in planning at the very last minute. They leap at the opportunity to go on authentic, transformative experiences and approach their planning processes in sporadic ways. They’re not just searching for a beautiful destination – they’re searching for a destination chock-full of inspirational activities. And if that comes together a month (or week) in advance, they’ll make it happen. Because of their delayed interest in the thrill, millennials have quickly come to represent $50 billion worth of travel consumerism in the US.

Traveling for the #Gram (Gen Z):  These consumers have a completely different approach to traveling. They’ll be taking around 3 trips this year, many journeying to picturesque locations around the globe. They prioritize aesthetic and are heavily swayed by travel-based images and videos found on social media. 40% prioritize Instagrammability when choosing a destination and 51% want to go somewhere new, especially a place their friends haven’t been to before. The joy in being able to post from a vacation spot before anyone else is what compels them to invest the time and money into traveling elsewhere.
These three groups have unique travel interests, timelines and budgets so clumping them all into one big group of “travelers” is not an effective way to reach and interact with them. Utilizing programmatic tactics that allow you to specifically hone in on your ideal target is essential when determining where to place your media dollars. Interested in learning more about how to properly target different travelers in 2019? Reach out to us here.

Programmatic TV: Don’t Sit Back and Watch This Advertising Opportunity Pass You By

Last night while you were watching your favorite television show and that extremely relevant advertisement popped up was no coincidence. In fact, it’s just an occurrence that’s starting to pop up more and more across MVPDs, (multichannel video programming distributors,) and is all thanks to programmatic marketing techniques. Spending on programmatic television, or the data-driven mode of buying and supplying targeted TV advertisements, continues to grow and is expected to reach a record $4.7 billion in 2020. With it, advertisers spend less, increase accuracy, and enhance data results, thereby influencing digital advertisers to jump on this 2019 trend as soon as possible. These rewards continue to become even more advanced and worthwhile, making the future of television a promising one.

Programmatic TV is the act of buying TV spots or programs with viewers that match criteria set in place by the advertiser. It’s on the rise this year, and its newer subset, addressable TV, follows in suit with bringing about promising results. Unlike programmatic, addressable TV purchases audiences instead of programs and refrains from targeting at the individual level. Instead, matches are made on a household level and bid on in real-time to deliver targeted ads directly to applicable households. US addressable spend is expected to reach $3 billion this year as advertisers become more cognizant of the trend’s rewards. Targeting precision, means of measuring results, and the optimization of revenue are just a few of many to be sought.

Before delving into the realm of programmatic TV, it is important for marketers to understand how it works and how it continues to evolve. It all begins with advertisers using broadcaster’s STBs, (set-top boxes,) to identify specific subsets of consumers. From there, ads are sent via STBs to applicable audiences, (whether through purchased programs or households,) and data is sent back to MVPDs to analyze. This data is based on exposure and makes note of viewing times, viewing channels, and customer account numbers. In 2019, ad tech companies are hoping to standardize this household data as it derives from various live and on-demand programmings. The hope for standardization continues with MVPDs working together to create central organizations for selling addressable inventory. And the pressure is on as more than 70 million households in the US have addressable TV capabilities.

Adoption into programmatic TV means the growth of even more and more targeted videos during the ad breaks of early-morning news programs and late-night movies. This year, as illustrated in our 10 Top 2019 Programmatic Media Buying Trends infographic, programmatic TV ad spending will have a 236% increase from last year. Targeting consumers and reaching them across all platforms is necessary to influence action. Television is no exception as these new developments provide companies with ample opportunities to reach all the right households at all the right times.

2019 Programmatic Media Buying Trends

With a projected $3.8 billion spend on programmatic TV ads this year, there is great opportunity for advertisers to hone in on this trend and master techniques to increase their advertising ROI. US consumers spend nearly six hours a day watching video, television taking a huge chunk of this time. So, as advertisers, mastering the targeting techniques, measurements and optimization of programmatic TV is essential in 2019 and years to come.
Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographic here.

Voice Marketing: How to Really "Talk" to Consumers

By the end of 2020, 50% of all internet searches will be voice-based. In the meantime, 1 in 3 American consumers will be using smart speakers regularly with the help of Amazon Alexa, Google Assistant, Microsoft’s Cortana, and Apple’s Siri. Voice marketing isn’t the biggest industry trend yet – many consumers remain hesitant due to data concerns – but it is quickly progressing toward a top trend. Older generations are able to quickly catch on to the simplicity of voice assistant and younger generations are engaging with these devices routinely and viewing them as lifelong friends, making them popular in every age demographic. The power of voice, therefore, will continue to grow, making it imperative to test and think about how to reach future consumers.

What is the current state of voice marketing? Where is it headed?
Voice marketing, or the act of reaching consumers through audible assistants in homes and on mobile devices, is all about confirmation, assistance, and entertainment. Some only engage with their devices when asking about the weather, others to just order groceries, but many use their Alexa or Google Assistant to play games and find answers to ridiculous questions. Whatever the reason, users find joy in receiving immediate answers that are quirky and to the point. Because of this, there will be more than 50 million virtual devices and 100 million virtual device users in the US by the end of the year. As voice-enabled devices grow in popularity, expect voice marketing to do the same. It’s a new, interesting way to reach consumer – of any age.
According to a recent eMarketer report, 62% of US Senior Decision Makers will be investing in voice marketing within the next 2 years. 29% of respondents, on the other hand, claim to be investing in the power of voice over the next year. The idea of “being there first” is clearly an objective for many. Voice marketing, now placed as that small device in the corner of the room, will soon jump into television screens, cars, kitchen appliances, and into every aspect of our daily lives. With these intense and promising opportunities at hand, begin to consider how your business can leap into the conversation as soon as possible.

How does one become a voice marketer?
To become a leader in voice marketing, businesses are recommended to consider the following with utmost speed and vigilance. Note that Google Assistant and Amazon Alexa refrain from accepting paid advertising, but the implementation of these skills can result in increased brand visibility across devices. With voice, you speak to the consumers. But to get there, you need to speak to the technology:

  • Search Engine Optimization (SEO): To get through to voice assistants, you must consider what your consumers are asking and how they are formulating their inquiries. Many refrain from mentioning specific brands in their questions, but SEO can be leveraged to make your company the go-to answer. To begin optimizing, research keywords in your industry to find commonly addressed questions and concerns. Think like the consumer and delve into their world – How would they ask the question? What phrasing would they use? When would they ask it and why? Once you find concrete answers, craft your brand’s website with posts and blogs that resolve these issues and make note of popular keywords. Know your audience, put them first, and focus on how their searches are changing over time to rank ahead on Google search pages. From there, begin to develop Alexa Skills or Google Actions, (apps that can be installed by device users,) with an intent to launch them in their respective marketplaces. Continue to deploy them and learn from them. Gather analytics and insights about how your app is being used and adjust SEO as necessary to craft the strongest consumer experience possible.
  • Branding, Not Selling: As aforementioned, many audible device users refrain from mentioning specific brands in their voice searches. These devices aren’t designed just for shopping, so think of smart speakers as an opportunity to form engaging, one-of-a-kind brand experiences. Through interaction (sans selling), loyalty can be gained. To achieve this, think about creating apps that are entertaining or service-oriented. A brand’s app could be a story for children or an advice platform for adults. The more out-of-the-box the idea, the better.

Voice marketing is a new means of reaching your audience and, unlike other platforms, builds off of consumer responses in real-time. Until paid advertising is offered, use these devices to engage in natural, creative ways in a tone that speaks to your brand. By 2020, more than half of American homes will own a smart speaker. In 2019, begin to optimize, create, and launch audible programs that can prepare your business for the conversational future that’s right around the corner.

2019 Programmatic Media Buying Trends

Voice Marketing has been a hot topic over the past few years. As Amazon and Google continue to expand and better their voice assistant offerings, people are quick to adapt to this trend. More and more often consumers are seen talking to their Google Home or Alexa, asking questions out loud, rather than typing into a search engine. As these devices become even more popular and voice technology adapts to other formats – such as automotive and kitchen appliances – there will be not choice but to adapt. Although paid advertising is not yet a part of these offerings, finding out ways to shift your brand to voice marketing is imperative in the years to come.
Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographic here.

How to Fight Ad Fraud in 2019

In 2016, the Association of National Advertisers published a report chock full of findings that brought media buying transparency to light, highlighting the messy relationship between advertisers and agencies. Three years later, “transparency” remains an industry keyword as agencies push for better relationships with their media partners. However, it isn’t all bad news. Media buyers, publishers and advertisers are working very hard to find solutions to combat the issues regarding ad fraud. And, in the past three years, there has been tremendous effort to find solutions to combat the major issues the ANA brought forward.

What are the types of ad frauds that we are still facing?

  1. Domain Spoofing: Serving ads on a site other than the one provided in a Real Time Bid – or  RTB request.
  2. Bots: Malicious software applications that mirror human browsing such as site visits, clicking on links and watching videos and visiting.
  3. Pixel Stuffing & Ad Stacking: Pixel stuffing occurs when an ad that was designed to appear at 1,024:480 pixels is crammed into a 1:1 pixel square so although the ad is shown on a screen, there is no way a viewer would see it. Ad stacking is placing multiple ads on top of another where only the top one is seen, all the ads are registered as an impression.
  4. Masking URLs: URL masking is often done using an iframe, or a window within a window. Sites that want to mask their URLs place their ads within these iframes, so they still show on the page but point back to another website. Multiple iframes can be layered on top of each other, making it especially tricky to figure out where an ad is live.
  5. Ghost Sites: These are blank pages that are set up and pushed into low quality ad exchanges.
  6. Fraudulent Traffic Brokers: This is someone who promises a publisher increased traffic but uses bots in order to simulate human traffic.

How to Avoid Ad Fraud

When deciding where to allocate advertising dollars, although it seems simple, if a deal seems too good to be true, it most likely is. Don’t focus too much on low CPMs and CPCs, but rather focus on your campaign goal (sales, sign-ups, awareness) and find a partner who can see these goals come to fruition.
Having an open and transparent conversation with your media partner helps to alleviate the threat of ad fraud. However, taking this another step, find a media partner that actively combats ad fraud and ensures that your media dollars are being placed in ideal web settings. At Digilant, we use tactics to prevent ad fraud and partner with other companies who help to fight against ad fraud. These tactics include:

Ads.txt

This is a simple, flexible method for publishers and distributors to clearly state which companies are authorized to use their digital inventory. Companies drop a text file on their website that lists the different companies authorized to sell inventory on their site. This will enable buyers to see which programmatic firms have authorization to sell ad space on specific websites, ensuring validity in their purchase. The upkeep for this process is also simple. Someone will have to monitor additions to an ads.txt list to stay up to date with authorized sellers.

Private Marketplace

Private marketplaces are auctions that are only open to select advertisers through an invitation-only format. Some of these entail only one publisher offering up ad space, while others have a few. Before the auction, buyers and sellers negotiate a deal. Each deal is given a unique ID and advertisers bid on that deal only – inventory that does not meet the deal will not be bid on. This marketplace structure requires more work, however, it is much more transparent.

Digilant can help!

When researching best practices to avoid ad fraud, many sites list things such as: monitoring your campaign closely, knowing your metrics, using trusted ad networks, and increasing data sharing. Although these practices are necessary safeguards to assure that your digital media dollars are yielding optimal ROI, it can be daunting for a marketer to approach alone. Fortunately, there are programmatic partners like Digilant that employ all of these things, relieving marketers from the stress out of constantly monitoring and questioning the efficacy of their digital media campaigns.

So, although ad fraud is still a fight that the digital world is figuring out, solutions are emerging that seek to put an end to the battle. These solutions are already helping to solve the problem and as technology continues to evolve, they will become more advanced and powerful. In the meantime, choosing a partner that you can trust is a great first step to successfully investing your media dollars.

Interested in learning more about the transparent practices that Digilant utilizes as a programmatic partner? Reach out to us here to learn more about our digital media buying solutions and services

2019 Programmatic Media Buying Trends

Fee Transparency has become imperative for ad buyers. Agencies want to work with media buyers that they can trust and communicate effectively with about their campaign goals. Media vendors need to ensure that they inventory is safe and valid, taking the necessary precautions such as using ads.txt and private marketplaces. Agencies should also use caution when choosing a media partner, do research about them and ensure that they are implementing ad fraud prevention tactics. The fight for transparency has been going on for years, however as more companies require valid solutions to the problems, media companies will find solutions to ensure media dollars are not being wasted.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographic here.

Ads are Becoming More Interactive in 2019 – Both Online and Out-of-Home

2019 will be a big year when it comes to out-of-home (OOH) development and interactive advertising. These developments are exciting for media buyers, marketers, and consumers alike in that advertising is becoming more curated and personalized as technology continues to advance. The line between reality and the digital space is beginning to blur, becoming increasingly intertwined, and that is why reach is starting to take on a whole new meaning. Opposed to just seeing a stationary advertisement – the same advertisement everyone else is seeing throughout their day – an individual is now susceptible to seeing advertisements that relate to their interests and their surroundings. Thanks to the growing nature of OOH and engaging ads, 2019 is all about consumer-centrism.
DOOH, or digital out-of-home advertisements, are increasing in number. From gas station television screens to eye-catching videos filling Times Square with color, digital advertisements are extremely dynamic and attention driven. This media category is projected to more than double its total market value to $26 billion in 2023, especially as provider networks converge into a unified market with meaningful measurements. Advertisers are now beginning to understand how DOOH works and, most importantly, how it can connect to data and collect data as a result. That is why spending in this category is expected to reach a new high of $7.4 billion this year alone.

These efforts are expanding as OOH enters the programmatic sphere. To jump ahead on this trend, we encourage advertisers to use location data to gather insights about audiences and their journeys throughout the day. This is an opportunity to really understand who you want to reach, allowing you to consider where one works, lives, and travels in between. According to eMarketer, the use of location to track actions will increase in 2019, as will the growth of ads that are highly relevant to consumers. Meeting an audience where they already are via segmented, sequence-based marketing is powerful. The same can be said about smaller interactive messages viewed on mobile devices.
People prefer to interact with a brand the exact moment they come across an ad about it. The pace of social media is fast, as is one’s attention span. Currently, advertisers approach mobile users with ads that simplify shopping and mimic the aesthetic of the platforms they use. On Snapchat and Instagram, for instance, users receive seamless, targeted ads that allow them to swipe up to read more, learn more, or, in some cases, make an immediate purchase. In 2019, this will evolve with the growth of mobile video interactive advertisements, many involving artificial reality or artificial intelligence elements. This comes as a relief as less and less people view static display ads, particularly via YouTube. In 2019, these results will change as more marketers use impressionable 6 second promotional videos and longer, non-skippable interactive ads.

This is all becoming possible as technology begins to get more and more in tune with the people who use it. 2019’s macro-trend, at large, is all about realizing that consumers can be reached at all times, even when not using their cellular devices. The growth of both DOOH and interactive advertisements, (or the combination of the two,) will assist in creating this nonstop digital realm. To recognize this and jump upon the limitless opportunities of each can establish a solidified competitive advantage for any digital marketer exploring the space.

2019 Programmatic Media Buying Trends

48% of consumers are more willing to click on a banner after being exposed to an DOOH ad. Everyday people walk, drive, bike, and take public transportation that exposes them to out-of home ads. Each of these exposures increases the chance that these consumers will interact, whether that be a search, a social media follow or a purchase. Now, advertisers can target these consumers-on-the-go programmatically. Programmatic DOOH allows media buyers to purchase signage within a certain radius of a store location, so before a consumer sees a store, they are already thinking about that brand. Simultaneously, DOOH can be combined with a mobile ad campaign, so advertisers can retarget consumer nearby an outdoor screen after they have already been shown the ad. The capabilities of DOOH advertising is quickly evolving and growing which is why it is such an important trend to keep an eye on throughout 2019.

Digilant has identified ten programmatic trends that will impact 2019. To read them all you can view our infographichere.

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