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7 Easy Ways to Optimize Your Facebook Ads

Facebook is one of the most popular social media platforms among people and brands – as of Q1 2019, it has 2.38 billion monthly active users – which means that it has a lot of potential to promote your brand. With Facebook ads, which are not expensive, brands can post content to promote their services or products which helps them widen their reach, drive high-quality traffic to their website and boost conversion rates.

Spotlight

Mediatropy Digital Agency

Mediatropy is an independent full-service digital agency that helps brands tell their stories to the right audiences. More than 200 clients in Asia have trusted our expertise to engage their audiences with digital marketing campaigns that build higher customer lifetime values. As an independent digital agency, we develop media buying/planning and content marketing strategies unbiased to platforms, tailored to increase customer engagement and business revenue.

OTHER ARTICLES
Social Media Advertising

4 Ways to Create Engaging Video Content For Advertising

Article | July 13, 2022

Video content is more important than ever from a marketing perspective, but the high profile status it has attained also brings challenges with it. The main hurdle to overcome is that of creating compelling clips that outshine the competition in a marketplace that is already overflowing with attention-grabbing content. With all that in mind, here are just a handful of strategies that will empower you when making promotional video content for your business or brand. Use the right software tools The video editing tools you choose will form the foundation of your content creation strategy, so it pays to give this plenty of thought and not to just stick with the same old package you have been using for years. For example, leveraging collaborative video editing software could take your projects to the next level, not only in terms of creativity but also when it comes to compressing cycles of work. If you can have multiple team members collaborating on the same project in unison, you can hit deadlines and capture the zeitgeist with your content, rather than seeing viral trends pass you by. Choose types of content that serve your advertising aims The extent to which your video content is able to engage and connect with your target audience will partly be determined by the format it takes. As such you have to choose wisely and avoid producing clips that don’t gel with your marketing goals. For example, if your business makes a product that has practical applications, you could gain views and shares by making tutorial content that explains how best to use it. On the other hand, if your business offers services within a particular industry, then you may earn more traction with videos that explain a particular aspect of the niche you occupy. Both of these types of content provide value to viewers as well as being promotional, and can also remain relevant for long periods. The more evergreen your video content, the bigger the potential ROI. Extrapolate ideas from your existing content Working out what video content will hit home with your ideal demographic can feel like it involves a lot of guesswork, and a lot of risk-taking as a result. However, you don’t have to go all-in on a concept for a video without knowing if it will hold water, because it is more than likely that you already have tried-and-tested ideas that have proven themselves and are ripe for video adaptation.

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Advertiser Campaign Management

How is AI Transforming Adtech?

Article | August 12, 2022

Just like adtech (advertising tech) revolutionized digital marketing, artificial intelligence (AI) is now revolutionizing ad tech. Many digital marketers believe that AI is the next big thing when it comes to digital marketing. This is easy to believe since AI has made automating tasks for proper targeting and positioning of ads, extremely easy and highly effective. AI is very effective at making ads both lucrative for advertisers and relevant to consumers. Many experts predict that AI will continue to grow significantly throughout the remainder of the decade. AI is being utilized to target ultra-specific niches in order to get the right ads in front of the largest number of highly targeted people. I has fully proven to be highly valuable in maximizing ad spend. With AI, advertisers are able to establish better quality leads than ever before. Adtech will continue evolving as AI technology continues to improve. This will create an ever-increasing number of adtech software development opportunities advertisers can take advantage of. We’ll take a deeper look at how artificial intelligence is changing adtech. 1. Consumer-focused advertising Each consumer is relatively different when it comes to their online behavior. This means that the ads for each consumer should be unique too. However, before AI, it wasn’t possible to make content that’s customer-centric for each individual consumer. AI has made it possible for advertisers to create consumer-driven content, which makes ads perform better now, more than they ever have before. There’s an increase in consumer data and that makes it easy for AI to predict the ads that will perform best with different types of consumers. 2. Advanced audience targeting Adtech has become more relevant with AI. The reason why ads are performing substantially better now than they were before, is because they’ve become more personalized. People get to see the ads that they are actually interested in. Several years ago, it was so hard to find the perfect audience to show an ad to. It was almost impossible. Now, the right audience is selected and targeted with AI-managed ad campaigns through the use of consumer data. Gigabytes of data are analyzed by artificial intelligence in a matter of seconds. It then is able to suggest an ideal audience for each ad campaign. It reduces the work that would have been done by humans in weeks. AI takes only a few minutes and the results are much better. 3. Sentiment analysis based on AI One of the most recent adaptations of AI is sentiment analysis. Through the use of different techniques, such as computational linguistics and natural language processing (NLP), artificial intelligence can now judge what emotional state a consumer is in. Being able to understand consumer sentiment, allows AI to better understand the preferences and opinions of consumers. Consumer opinions are very important sources of consumer data. As a consumer, you’ll only see ads that are relevant to you. A business experiences an increase in ad clicks, conversions, and revenue through the use of sentiment analysis.

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Ad Networks

Colling Media Lands Five New Advertising Clients in March and April

Article | October 20, 2022

Colling Media, a top-ranked national digital advertising and marketing agency, continues its recent, impressive growth by adding five new businesses to its prestigious roster of clients. ScriptSave WellRx an innovative prescription medication discount program that closes the gaps in prescription benefit coverage. Diamond Kitchen & Bath the leading retailer of kitchen and bathroom cabinetry and countertops in the Phoenix metropolitan area. Radix Law a business law firm based in Scottsdale. Soul Surgery a renowned integrative medicine addiction and rehab center in Scottsdale, featuring a holistic approach to drug and alcohol treatment. Premier Criminal Defense based in San Diego and serving all of Southern California, the firm offers skilled counsel to help clients accused of Misdemeanors, Felony and Federal Offenses.

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Ad Networks

3 Facebook Ad Ideas to Get Your Content Seen by Your ‘Perfect’ Audience

Article | June 21, 2021

You have countless ways to promote your content online, but one of the most effective is Facebook ads. With over 1.8 billion daily active users, you can almost guarantee your audience is there. You just need to learn how to get your content in front of them. Given a Facebook post’s organic reach is in the single digits, your time is best spent making the advertising side work for your content. In this guide, I detail three of my most effective ways to promote content using Facebook advertising (without ever touching that boost button.) 1. Create a “content bucket” campaign to reach new fans Many content creators are focused on more. They want more fans, more readers/listeners/viewers. With that in mind, focus first on growing your audience by reaching people who are unfamiliar with your brand or your brand’s content – but who would be interested in your topic. My “content bucket” campaign idea works so you don’t have to spend too much time creating big Facebook campaigns for every piece of content you publish. The concept is simple: You create one campaign. Every time you publish a new piece of content, add it to that campaign. Let me walk through how to set this up: Head into your Facebook ads manager and click on “create new campaign.” Pick an objective based on the content. If it’s a Facebook video, pick video views. If it’s a blog, podcast, YouTube video, or other non-Facebook content, select traffic.

Read More
Social Media Advertising

AI Ad Campaigns for Improved Ad Targeting

Article | July 13, 2022

Video content is more important than ever from a marketing perspective, but the high profile status it has attained also brings challenges with it. The main hurdle to overcome is that of creating compelling clips that outshine the competition in a marketplace that is already overflowing with attention-grabbing content. With all that in mind, here are just a handful of strategies that will empower you when making promotional video content for your business or brand. Use the right software tools The video editing tools you choose will form the foundation of your content creation strategy, so it pays to give this plenty of thought and not to just stick with the same old package you have been using for years. For example, leveraging collaborative video editing software could take your projects to the next level, not only in terms of creativity but also when it comes to compressing cycles of work. If you can have multiple team members collaborating on the same project in unison, you can hit deadlines and capture the zeitgeist with your content, rather than seeing viral trends pass you by. Choose types of content that serve your advertising aims The extent to which your video content is able to engage and connect with your target audience will partly be determined by the format it takes. As such you have to choose wisely and avoid producing clips that don’t gel with your marketing goals. For example, if your business makes a product that has practical applications, you could gain views and shares by making tutorial content that explains how best to use it. On the other hand, if your business offers services within a particular industry, then you may earn more traction with videos that explain a particular aspect of the niche you occupy. Both of these types of content provide value to viewers as well as being promotional, and can also remain relevant for long periods. The more evergreen your video content, the bigger the potential ROI. Extrapolate ideas from your existing content Working out what video content will hit home with your ideal demographic can feel like it involves a lot of guesswork, and a lot of risk-taking as a result. However, you don’t have to go all-in on a concept for a video without knowing if it will hold water, because it is more than likely that you already have tried-and-tested ideas that have proven themselves and are ripe for video adaptation.

Read More
Advertiser Campaign Management

How Campaign Health Metrics Can Help You Streamline Ad Campaigns

Article | August 12, 2022

Just like adtech (advertising tech) revolutionized digital marketing, artificial intelligence (AI) is now revolutionizing ad tech. Many digital marketers believe that AI is the next big thing when it comes to digital marketing. This is easy to believe since AI has made automating tasks for proper targeting and positioning of ads, extremely easy and highly effective. AI is very effective at making ads both lucrative for advertisers and relevant to consumers. Many experts predict that AI will continue to grow significantly throughout the remainder of the decade. AI is being utilized to target ultra-specific niches in order to get the right ads in front of the largest number of highly targeted people. I has fully proven to be highly valuable in maximizing ad spend. With AI, advertisers are able to establish better quality leads than ever before. Adtech will continue evolving as AI technology continues to improve. This will create an ever-increasing number of adtech software development opportunities advertisers can take advantage of. We’ll take a deeper look at how artificial intelligence is changing adtech. 1. Consumer-focused advertising Each consumer is relatively different when it comes to their online behavior. This means that the ads for each consumer should be unique too. However, before AI, it wasn’t possible to make content that’s customer-centric for each individual consumer. AI has made it possible for advertisers to create consumer-driven content, which makes ads perform better now, more than they ever have before. There’s an increase in consumer data and that makes it easy for AI to predict the ads that will perform best with different types of consumers. 2. Advanced audience targeting Adtech has become more relevant with AI. The reason why ads are performing substantially better now than they were before, is because they’ve become more personalized. People get to see the ads that they are actually interested in. Several years ago, it was so hard to find the perfect audience to show an ad to. It was almost impossible. Now, the right audience is selected and targeted with AI-managed ad campaigns through the use of consumer data. Gigabytes of data are analyzed by artificial intelligence in a matter of seconds. It then is able to suggest an ideal audience for each ad campaign. It reduces the work that would have been done by humans in weeks. AI takes only a few minutes and the results are much better. 3. Sentiment analysis based on AI One of the most recent adaptations of AI is sentiment analysis. Through the use of different techniques, such as computational linguistics and natural language processing (NLP), artificial intelligence can now judge what emotional state a consumer is in. Being able to understand consumer sentiment, allows AI to better understand the preferences and opinions of consumers. Consumer opinions are very important sources of consumer data. As a consumer, you’ll only see ads that are relevant to you. A business experiences an increase in ad clicks, conversions, and revenue through the use of sentiment analysis.

Read More
Ad Networks

Ad Networks for Publishers & Advertisers: Efficient Ad Buying & Selling

Article | October 20, 2022

Colling Media, a top-ranked national digital advertising and marketing agency, continues its recent, impressive growth by adding five new businesses to its prestigious roster of clients. ScriptSave WellRx an innovative prescription medication discount program that closes the gaps in prescription benefit coverage. Diamond Kitchen & Bath the leading retailer of kitchen and bathroom cabinetry and countertops in the Phoenix metropolitan area. Radix Law a business law firm based in Scottsdale. Soul Surgery a renowned integrative medicine addiction and rehab center in Scottsdale, featuring a holistic approach to drug and alcohol treatment. Premier Criminal Defense based in San Diego and serving all of Southern California, the firm offers skilled counsel to help clients accused of Misdemeanors, Felony and Federal Offenses.

Read More
Ad Networks

3 Facebook Ad Ideas to Get Your Content Seen by Your ‘Perfect’ Audience

Article | June 21, 2021

You have countless ways to promote your content online, but one of the most effective is Facebook ads. With over 1.8 billion daily active users, you can almost guarantee your audience is there. You just need to learn how to get your content in front of them. Given a Facebook post’s organic reach is in the single digits, your time is best spent making the advertising side work for your content. In this guide, I detail three of my most effective ways to promote content using Facebook advertising (without ever touching that boost button.) 1. Create a “content bucket” campaign to reach new fans Many content creators are focused on more. They want more fans, more readers/listeners/viewers. With that in mind, focus first on growing your audience by reaching people who are unfamiliar with your brand or your brand’s content – but who would be interested in your topic. My “content bucket” campaign idea works so you don’t have to spend too much time creating big Facebook campaigns for every piece of content you publish. The concept is simple: You create one campaign. Every time you publish a new piece of content, add it to that campaign. Let me walk through how to set this up: Head into your Facebook ads manager and click on “create new campaign.” Pick an objective based on the content. If it’s a Facebook video, pick video views. If it’s a blog, podcast, YouTube video, or other non-Facebook content, select traffic.

Read More
MORE ARTICLES

Spotlight

Mediatropy Digital Agency

Mediatropy is an independent full-service digital agency that helps brands tell their stories to the right audiences. More than 200 clients in Asia have trusted our expertise to engage their audiences with digital marketing campaigns that build higher customer lifetime values. As an independent digital agency, we develop media buying/planning and content marketing strategies unbiased to platforms, tailored to increase customer engagement and business revenue.

Related News

Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

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Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

Read More

Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

Read More

Advertiser Platforms

AlgoriX & LiveRamp Partner to Accelerate Addressability for the Mobile Advertising Ecosystem

ExchangeWire | October 25, 2023

AlgoriX and LiveRamp have announced a multifaceted partnership to accelerate the cookieless transition for the digital advertising ecosystem. AlgoriX will enable global customers of its demand-side platform (DSP) and supply-side platform (SSP) to transact on LiveRamp’s RampID, as well as incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK to accelerate the mobile app ecosystem’s deployment of Authenticated Traffic Solution. More than 450 of the world’s leading advertisers activate campaigns on RampID through LiveRamp’s data collaboration platform. AlgoriX joins more than 165 DSPs and SSPs that have integrated with LiveRamp’s solutions globally, enabling reaching high-value audiences at scale and delivering personalized experiences across browsers, mobile devices, and CTV. As advertisers look to address signal loss on mobile, authenticated inventory offers a powerful solution that can deliver results for publishers and marketers that often surpass what they were generating with cookies and mobile device IDs, said Frederic Liow, AlgoriX SVP for revenue growth & strategy. LiveRamp has helped lead the market in advancing authenticated identity as a viable alternative to help the ecosystem prepare for a post-signal loss future, and integrating our solutions will provide a powerful boost to our customers and developers. Additionally, AlgoriX will incorporate LiveRamp’s Authenticated Traffic Solution SDK into the AlgoriX SDK, enhancing the offering for developers looking to accelerate their success in the mobile and in-app advertising space. Leveraging AlgoriX’s SDK, these developers can now quickly leverage and deploy LiveRamp’s Authenticated Traffic Solution, increasing the addressability of their opted-in app users, and improving monetization of their inventory. “Consumers in APAC are mobile-first, which made it a natural fit to partner with AlgoriX given their history as a leader in the region and in the mobile app space,” said Travis Clinger, SVP, activations and addressability, LiveRamp. “LiveRamp has proven it can drive results for mobile developers, and as the market experiences more signal loss, with these new partnerships there’s no excuse for stakeholders to delay benefitting from the superior results authenticated identity can drive.” About AlgoriX AlgoriX is an independent global media and technology company. Backed by investments from top international venture capitalists, its core team is equipped with years of experience from global leading internet and ad tech companies. Through our team’s expertise, AlgoriX is able to bring to our partner's best-in-class technology solutions and know-how to effectively scale their revenue and deliver results.

Read More

Ad Tech and Martech

IAS Launches New Made for Advertising (MFA) AI-Driven Site Detection and Avoidance Technology

Integral Ad Science | October 19, 2023

Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product. The company's MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimizations to minimize waste on MFA sites. MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift. IAS's new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend. During Alpha testing, IAS delivered comprehensive campaign analysis demonstrating superior MFA site identification for some of the world's largest advertisers and agencies. IAS's product supports the Association of National Advertisers' (ANA) recent definition of MFA sites and incorporates characteristics such as ad-to-content ratio, ad refresh rate, and the source of the traffic coming to the site to classify a site as MFA. According to the ANA's Programmatic Media Supply Chain Transparency Study, 21% of all advertisement impressions measured were served on MFA sites. Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return, said Yannis Dosios, Chief Commercial Officer, Integral Ad Science. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance. Advertisers and their agencies need confidence that the industry is converging on agreement about the specific websites that compose the MFA category. By training its model against Jounce Media's widely adopted list of MFA domains and incorporating signals from Sincera, IAS has developed the industry's first pressure tested solution for detecting and blocking MFA at scale. "Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA," said Bill Duggan, ANA group executive vice president. "We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers." The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit integralads.com.

Read More

Ad Tech and Martech

VIOOH & Yahoo Partner to Explore the Value prDOOH Delivers Within Multichannel Campaigns

ExchangeWire | October 17, 2023

Today, VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform in partnership with Yahoo Advertising has released a whitepaper examining the potential outcomes of including programmatic digital out-of-home (prDOOH) within multi-channel campaigns. As outlined in VIOOH’s annual State of the Nation report, a key request from advertisers is to understand how prDOOH fits within multi-channel campaigns, and how to best measure its impact. Analysing a series of case studies, the report outlines the best way for advertisers to maximise multi-channel campaign impact through the inclusion of prDOOH. Findings indicate that prDOOH’s inclusion in multi-channel media plans can drive more attention, boost engagement, and improve overall campaign effectiveness. Two key outcomes are clear: 1: Including prDOOH in a multi-channel media plan adds incremental value to the return on investment (ROI) of the digital media mix due to the priming effect - DOOH plays an important role in preparing consumers for conversions during re-engagements on other channels. 2: prDOOH as a channel can boost offline outcomes in terms of sales and footfall as a result of its ‘attention-grabbing’ characteristics and flexibility as a programmatic medium. The report also outlines how advertisers can optimise targeting, increase brand awareness, and drive consumer behaviour offline and online by leveraging the strengths of both broadcast and digital channels to deliver ROI. Helen Miall, CMO at VIOOH said, This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness. Alice Beecroft, senior director, global strategy & partnerships at Yahoo said, “In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.” About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 19 markets, with more to follow.

Read More

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