GUEST ARTICLE: How marketers can free their digital campaigns from poor media quality

Mumbai: India recently celebrated its 75th Independence Day, a landmark event to remember and cherish all the achievements of our young but awe-inspiring nation. Our march to progress, led by our leaders, has witnessed the evolution of the India brand. The influence of marketing strategies is evident in the making of the India brand; in particular, the clever and catchy movement “Atmanirbhar Bharat”. Now countries have become brands and have made their way to the hearts of the masses. However, it is important to note that marketers still face an uphill battle when it comes to gaining independence from poor quality media. A new study from Juniper Research has revealed that the value of digital ad spend lost to fraud will reach $68 billion globally in 2022, up from $59 billion in 2021.

Following the theme of the month – Independence Day – let’s take a look at some solutions designed to help marketers overcome any challenge and take advantage of every opportunity offered by digital media to gain independence from poor media quality.

Contextual targeting for stronger customer connections: Google recently announced that cookie deprecation has been delayed to 2024, giving marketers more time to adapt and strategize for the seismic transition of cookieless ad targeting. Advertisers need solutions to reach their desired audiences in appropriate spaces, and contextual targeting solutions provide precision to maximize impact without relying on third-party cookies. Technology solutions based on artificial intelligence (AI) and machine learning (ML) understand content like a human would, ensuring your message reaches consumers who will connect most with your brand.

Integral Ad Science (IAS) recently published a study titled “Ad Context & Attention” conducted in partnership with Tobii, the world leader in eye tracking and a pioneer in attention computing. The study revealed how increased consumer attention to contextually relevant advertisements leads to greater purchase intent and brand favour. Contextual relevance was effective in generating a positive impact on brand engagement, preference, and recall. The main conclusions of the study are mentioned below:

Contextual targeting strategies attract more consumer attention

Contextually relevant ads drive results, dramatically increasing brand popularity and consumer purchase intent

Contextual ads generate greater recall and increase consumer recall and brand awareness

More attention means better conversion: Marketers who rely heavily on digital advertising constantly stress the ever-increasing and high cost of digital advertising. Therefore, it becomes essential to understand and implement solutions that tackle low attention in digital marketing. For digital ads to have an impact, they need to be seen, not just served. However, up to a third of digital advertisements are not seen by consumers in certain environments.

In today’s world, marketers need to reach the right consumers, in the right places and in the right context to help connect potential customers with the brand. Before that happens, ads need to be given the opportunity to be viewable. To emphasize the importance of the environment or consumer interaction, a great example is to avoid placing a car ad in a news story about a car accident. Such an advertising space is not suitable for a car manufacturer. Interestingly, IAS’s research on whether media quality drives attention and the results found that viewability and watch time have an average correlation (which intuitively makes sense). Additionally, when looking only at impressions on contextually relevant pages (i.e. a Toyota ad on an automotive site), the correlation becomes more vital. For example, when we analyzed the automotive industry, we found that when context was relevant and optimized for viewability, watch time increased by 8.3 seconds for every 10% increase in viewability rates. This was 2.4x higher than in an unoptimized context.

Here is an overview of what we discovered:

Watch time increases as brand visibility and safety increase

57% increase in conversions for visible and brand-safe impressions compared to non-visible and non-safe impressions

171% increase in conversions for impressions lasting longer than 15 seconds

Attention remains the foundation of media quality assurance. The longer your ads run in front of consumers, in the right environment, the more likely you are to leave an impression.

Use technology to optimize highly effective advertising campaigns: When you’re building a brand and trying to connect with a potential customer, every moment and every impression counts. For example, Total Viewability, an IAS solution, helps advertisers gain impression-level financial insights and verify media quality to determine the true cost of reported media. Total Viewability saves advertisers an average of 24% of budget that would otherwise be lost in the supply chain.

Plus, IAS’ automated tag solution with Google cuts tag wrapping time to seconds, provides in-flight optimization, and streamlines reporting, so you can launch and modify campaigns faster.

As automated ad sales grow in popularity and sophistication around the world, so will media quality levels. Programmatic solutions will help marketers and advertisers take their digital campaigns to the next level. For the modern marketer, knowing exactly where every rupee of their advertising spend is going is imperative. With the right technology by your side, it becomes easier to maximize your media spend and minimize waste. To break free from poor media quality, marketers need to take control by using technology solutions to ensure their digital advertising campaigns are highly effective.

The author of this article is India’s Head of Strategic Partnerships at IAS, Saurabh Khattar.

Daniel C. Williams