Digital advertising is increasingly becoming a more saturated market. Many businesses have made the decision to invest in this area and unfortunately, some vendors cut corners.
Video Ads are more likely to be fraudulent, simply because there’s more money in it. Since there are multiple placements for ad inventory, it’s easy to get your content manipulated or placed in an area where you didn’t want it.
Here’s how to avoid these guys and tips to recognize their tactics.
Be careful not to get too specific when buying video. Niche demographics can cause your content to be manipulated or placed in ways you didn’t actually pay for – and not in a good way. This is because there’s already an issue of supply and demand, and a hyper-targeted campaign is unlikely to have enough supply to meet the demand.
Poor completion rates are a red flag. If pre-roll video is dropping off after a few seconds, it may not mean your campaign was as unsuccessful as you thought. Reporting companies should be insightful enough to look for these trends and hold their vendors accountable.
“Depending on the measurement service being used, buyers can also examine if a particular ad slot flips back and forth between display and video. If that slot shows a mix of both video and display, that’s an indication video ads are being squeezed into display units.” – Digiday, Ross Benes
Typically video ads have a width of at least 400px. If it’s less, there’s a good chance your video content is being shoved into a static display ad. So, yes, your ad is still being shown – but you’re not getting what you paid for. The image is static instead of playing a video and it’s smaller in size, too. Or, it could still be your video content – but it may be an autoplay video ad in a banner instead of pre-roll (Digiday, Ross Benes).
As they say, “If something sounds too good to be true, it probably is.” If you’re getting extremely cheap CPMs, look into it before buying. Ask the right questions and avoid making the wrong investment. Just because the cost seems low doesn’t always mean it’s the best purchase. Invest in those who play by the rules – both you and your client will thank you for it.
If you’re looking for a team to handle your digital needs, think full circle with us at Oswald Marketing.