tag:www.econsultancy.com,2008:/topics/ad-networks Latest Ad networks content from Econsultancy 2017-03-17T13:00:16+00:00 tag:www.econsultancy.com,2008:BlogPost/68909 2017-03-17T13:00:16+00:00 2017-03-17T13:00:16+00:00 10 spellbinding digital marketing stats from this week Nikki Gilliland <h3>Advertisers predicted to be defrauded by $16.4bn in 2017</h3> <p>A new <a href="http://www.campaignbrief.com/2017/03/16/Ad%20Fraud_Report_The%26Partnership_mSIX_Adloox.pdf" target="_blank">report by The&amp;Partnership</a> suggests that the global cost of <a href="https://econsultancy.com/blog/68067-is-ad-fraud-the-21st-century-drug-trade/">advertising fraud</a> could have been significantly under-reported up until this point.</p> <p>While fraud is believed to cost advertisers $7.2bn globally each year, the real cost of ad fraud may have been as high as $12.48bn in 2016 (accounting for almost 20% of the $66bn spent on digital advertising).</p> <p>If advertising fraud continues to evolve at its current rate, this figure could potentially rise to $16.4bn in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/4775/Ad_Fraud.jpeg" alt="" width="760" height="427"></p> <h3>A third of Brits would rather read a blog than a book</h3> <p style="font-weight: normal;">New research from Affilinet has found that one in three people in the UK say they read more online than they do in print.</p> <p style="font-weight: normal;">In a survey of over 2,600 Brits, 32% confessed tospending more time reading online, with cookery, diet and nutrition recipes being the most likely category to search for.</p> <p style="font-weight: normal;">When asked about the reasons why, 61% said they prefer blogs because they are ‘cheaper’ than buying books, 58% stated that they are ‘more convenient’ and 49% said they ‘prefer short-form content rather than full books’.</p> <h3>42% of marketers agree that email relevance is hit and miss</h3> <p>A <a href="https://dma.org.uk/infographic/customers-want-relevance-marketers-need-content" target="_blank">DMA infographic</a> has highlighted how marketers are failing to create relevant emails, with 42% saying ‘some’ are relevant to the recipient at best. This is despite the fact that <a href="https://econsultancy.com/blog/67734-three-key-charts-from-our-2016-email-marketing-census/">the medium remains an effective channel</a>, with email ROI increasing from £29.64 to £30.01 in the past year.</p> <p>DMA also suggests that one of the biggest stumbling blocks is a lack of content, with one in four marketers citing this as a major problem.</p> <p>As shown below, other issues preventing effective email is said to be a lack of strategy, a lack of data and data siloes.</p> <p><img src="https://assets.econsultancy.com/images/0008/4776/DMA_email.JPG" alt="" width="630" height="539"></p> <h3>Poor communication results in nearly a quarter of missed deliveries</h3> <p>Research from Engage Hub has revealed that a lack of communication from delivery companies is the main reason UK consumers miss scheduled deliveries, with 23% of consumers saying poor communication has caused them to miss a delivery in the past 12 months.</p> <p>Other reasons include a parcel not arriving at the specified time and having no ability to reschedule the delivery time.</p> <p>When asked about the most important elements of the delivery process, 49% of UK consumers cited clear confirmation regarding delivery time, while 30% said updates from the delivery company in the event of any changes.</p> <h3>Top three searched-for luxury brands see 63.5% of online visits</h3> <p>In terms of the online market share, Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands.</p> <p>In fact, these three brands take 63.5% of the share of online visits to the luxury apparel industry as a whole. </p> <p>Meanwhile, data shows that Versace, Tom Ford and Yves Saint Laurent are a hit with millennials, as a large portion of their traffic is currently driven by consumers aged 18 to 34.  </p> <p><img src="https://assets.econsultancy.com/images/0008/4777/Hitwise.jpg" alt="" width="703" height="390"></p> <h3>UK shoppers rate retail experiences as average</h3> <p>According to a <a href="http://www.zetaglobal-uk.com/linking-brand-digital-sophistication-with-customer-demands-whitepaper/?utm_source=media&amp;utm_campaign=cct_whitepaper_lpr&amp;utm_medium=pr" target="_blank">new report by Zeta Global</a>, only 40% of UK shoppers think their favourite retailers provide a good or great customer experience.</p> <p>This comes from a study of 3,000 UK adults, which also found that 48% of respondents considered their <a href="https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences/">retail experience</a> to be merely ‘average’. Meanwhile, a further 11% believe that their favourite shops provide poor service.</p> <p>From this, it is clear that personalisation presents a huge opportunity for retailers to capture consumer loyalty, with almost two-fifths of shoppers saying they would be inclined to shop around if they received a personalised service.</p> <h3>Emotional context could make digital ads 40% more effective</h3> <p><a href="https://yahoo.tumblr.com/post/158393152734/emotional-context-could-make-digital-ads-40-more" target="_blank">According to Yahoo</a>, the emotional state of consumers can dramatically impact how receptive they are to advertising.</p> <p>With US and UK consumers reportedly feeling ‘upbeat’ 46% of the time, this is a key window for advertisers, with people said to be 40% more receptive to digital ads when they are in this mood.</p> <p>The study also found that when consumers are upbeat, they are 30% more likely to engage with native video content than when they are in any other emotional state. </p> <p>Lastly, consumers are 28% more likely to engage with content marketing and 21% more likely to engage with direct marketing when feeling happy.</p> <h3>Majority of marketers haven’t got to grips with mobile</h3> <p><a href="https://drive.google.com/file/d/0B6yVMKaNCUz6Qm9xMWxIcGpsZW8/view" target="_blank">A new report</a> by Mobile Marketing Association and RadiumOne has revealed that the majority of marketers are failing to tap into the way consumers use their mobiles.</p> <p>From interviews with over 300 senior marketers, two-thirds admitted that they’re not confident they've identified the most critical signals in their customers’ journey.</p> <p>What’s more, 61% aren’t fully confident in their ability to find new profitable customers, and 58% are not fully confident in their re-engagement efforts to prevent customer churn. </p> <p>In terms of the most valuable data, 29% of marketers cite content sharing from apps, 28% cite mobile site visits and 27% cite app installs as the best signals for improving mobile branding. </p> <p><img src="https://assets.econsultancy.com/images/0008/4779/MMA_report.JPG" alt="" width="780" height="236"></p> <h3>25 to 34 year olds 65% more likely to search for bank accounts</h3> <p>New data from Hitwise has revealed that people aged between 25 to 32 are 65% more likely to search for a savings account than any other demographic. What’s more, men in this age group are 60% more likely to be saving compared to women.</p> <p>From an audience of 8.3m 25 to 34 years old consumers in the UK searching to switch banks, Hitwise suggests that the most popular banks to visit are Santander and Halifax, followed by Lloyds and Natwest.</p> <p><img src="https://assets.econsultancy.com/images/0008/4780/Hitwise_2.jpg" alt="" width="599" height="376"></p> <h3>BMW drivers are the biggest retail spenders of any car owner</h3> <p>A new <a href="http://www2.viantinc.com/anatomy-of-an-auto-shopper-uk" target="_blank">study by Viant</a> has delved into the purchase habits and behaviour of major car brand owners in the UK. </p> <p>The report states that Fiat is the most popular car brand for millennials, with this age group 18% more likely to drive hatchbacks than non-millennials. BMW drivers are said to be the biggest retail spenders, being 54% more likely to shop at John Lewis and 2.3 times more likely to shop in Selfridges than Ford drivers.</p> <p>Lastly, Ford drivers reportedly spent £2,157 on flights over a period of six months, with their preferred airline being Emirates.</p> tag:www.econsultancy.com,2008:TrainingDate/3132 2017-03-10T08:09:36+00:00 2017-03-10T08:09:36+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> <p><a href="http://www.clickacademyasia.com/wp-content/uploads/2016/09/masterclass-in-lead-generation-2017.pdf" target="_blank">Click here to find out more about the course.</a></p> tag:www.econsultancy.com,2008:BlogPost/68852 2017-03-01T01:00:00+00:00 2017-03-01T01:00:00+00:00 Five ways marketers can use analytics to combat ad fraud Jeff Rajeck <p>Fortunately, advertising data has also never been more available. Google, Facebook, and other ad platforms offer hundreds of ways to divide up their reports into segments and countless metrics for us to see how well various segments are performing.</p> <p>So with how important and available ad data is, it is quite puzzling that there is so much fraud in digital advertising and how little is apparently being done about it.</p> <p>Figures on the actual size of advertising fraud vary widely. Some claim that <a href="http://www.mediapost.com/publications/article/294527/groupm-marketers-ignore-ai-at-their-peril-ad-fra.html">only 2% of ads are fraudulent</a> while The Association of National Advertisers estimates that $7.2b was lost globally to nonhuman traffic in 2016. Ad fraud researcher Dr Augustine Fou, however, thinks the problem is even worse and estimates that <a href="http://www.slideshare.net/augustinefou/state-of-digital-ad-fraud-2017-by-augustine-fou">$31b of the $70b in digital advertising spend buys fraudulent ads</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/4247/ad-fraud.jpg" alt="" width="800" height="618"></p> <p>Regardless of the total size of the market, tales of the extent of ad fraud operations are breathtaking. Methbot, an ad fraud network busted in December 2016, had over 500,000 IP addresses and was consuming 300m impressions daily, <a href="https://krebsonsecurity.com/2016/12/report-3-5m-in-ad-fraud-daily-from-methbot/">costing advertisers up to $5m per day</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/4248/methbot.jpg" alt="" width="800" height="534"></p> <p>That one operation can make millions of dollars per day on ad fraud makes the situation seem hopeless. <strong>What can a brand do to combat ad fraud, especially one with a marketing department which already has resource and budget constraints?</strong></p> <p>Fortunately, there are a few things even the most thrifty marketing departments can do to verify the traffic that they get from ads by using simple web analytics, five of which are detailed below. Armed with that information, brands can then shift their spending away from fraudulent ad networks and reward platforms which deliver real people to their site.</p> <p>Before we start, though, <strong>Econsultancy is running a Mastering Analytics training course in Singapore on Thursday March 9th</strong>. This course will cover ad analytics and many other topics. You can <a href="https://econsultancy.com/training/courses/advanced-mastering-analytics-training-singapore/">find out more and sign up here</a>.</p> <h3>Quick overview of ad fraud</h3> <p>There are <a href="http://www.fipp.com/news/insightnews/what-are-the-nine-types-of-digital-ad-fraud">many different types of ad fraud</a>, but it fundamentally involves taking payment for ads and then either putting it on a spam site or not showing it at all.</p> <p>The fraudster then uses bots to click on the non-existent or spam site ads so that marketers believe that they are getting results from the ads they are paying for. The end result is that the traffic which comes to a site from ad fraud is worthless and, therefore, should be detected and stopped.</p> <h3>Getting started combatting ad fraud</h3> <p>The first thing marketers need to do to combat ad fraud is to make sure that all ads are <a href="https://ga-dev-tools.appspot.com/campaign-url-builder/">tagged correctly with campaign 'utm' variables</a>. This will help marketers separate out paid traffic from organic traffic in their web analytics tool.</p> <p>Google Analytics is used for the examples below, but note that these metrics are also available on other web analytics platforms, too.</p> <h3>1. Look at referring domains</h3> <p>One of the easiest ways to spot ad fraud is to look at the referring domain for site visitors. To do so, first <a href="https://support.google.com/analytics/answer/3124493?hl=en">segment paid traffic with an advanced segment</a> so that the dashboard only shows paid traffic.</p> <p>Then, with the paid traffic segment activated, go to Acquisition/All Traffic/Referrals to see the source of all of the traffic.</p> <p><img src="https://assets.econsultancy.com/images/0008/4249/suspicious-domains.jpg" alt="" width="800" height="488"></p> <p>Should the sites be totally different than the usual referral sites, it is likely that you are paying for ads which are appearing on spam sites and the traffic is probably from bots.</p> <h3>2. Review user metrics</h3> <p>Checking referring sites is not enough, however. More sophisticated ad fraudsters know how to fake the referrer string and make the bot traffic appear that it is coming from legitimate sites. In these cases, another way of discovering bot traffic is to look at other user metrics such as bounce rate, time on site, and pages per visit.</p> <p>Should any of these metrics be significantly different than normal web traffic (see 00:00:05 vs 00:02:24 average visit duration below), then your traffic is most likely from bots, not people.</p> <p><img src="https://assets.econsultancy.com/images/0008/4250/bot-visit-duration.jpg" alt="" width="800" height="364"></p> <h3>3. Implement scroll events</h3> <p>User metrics, too, can be compromised by more intelligent bots which stay on a site for a random time, click links, and view two or three pages during a session. One way to distinguish bots like this from 'real' traffic is to implement scroll events.</p> <p><a href="http://scrolldepth.parsnip.io/">Scroll Depth</a> is one of many JavaScript scripts which, when put on a page that uses Google Analytics, will send an event to Google each time a user hits a certain scroll point (25%, 50%, 75%, 100%).  </p> <p>The result is an events report which shows how many visitors from a particular ad campaign are scrolling on your pages. To see the total number of events, go to Behavior/Events/Overview.</p> <p><img src="https://assets.econsultancy.com/images/0008/4251/scroll-depth.jpg" alt="" width="800" height="347"></p> <p>Real traffic will have some scrolling, but most bots will not trigger the scroll script and never trigger a scroll event, thereby outing themselves as fake traffic.</p> <h3>4. Use more 'people-based' marketing</h3> <p>Of course, there are bots which fake referrals, click around your site and scroll making it almost impossible to distinguish them from real traffic. In order to filter out the most sophisticated bot traffic, it is necessary to use 'people-based' marketing.  </p> <p>People-based marketing, available on both Facebook and Google, is a feature which lets marketers upload their customer details and create a 'custom audience'.  This audience is matched to data held by the platform and then ads are only shown to these 'real' people.</p> <p><img src="https://assets.econsultancy.com/images/0008/4252/adwords-people-based-marketing.jpg" alt="" width="800" height="416"></p> <p>The platforms also let marketers create 'lookalike' audiences based on these users which are more likely to be real people than anonymous web users.</p> <p>While this may seem an extreme solution to the problem to some organisations, it is becoming accepted as an effective way to combat ad fraud.</p> <h3>5. Create 'real people' segments</h3> <p>Finally, if a marketer does create custom audiences using customer details, they can then create 'real people' segments in their web analytics program. Then, once the segment has a significant amount of data, marketers can compare the user metrics from the 'real people' segment with user metrics from other channels.</p> <p>This will allow you to see whether visitors from the other channel behave like people or not. Bots may be able to simulate real user behaviour to some extent, but it is unlikely they will be able to match the 'metric fingerprint' of users on the site.</p> <h3>So...</h3> <p>Ad fraud is a problem and as marketers are so reliant on ad data for their campaigns it is time to crack down on it. The analytical methods to discern real traffic from bot traffic are not difficult to implement. With a bit of work you should be able to review the outcomes and derive some action points.</p> <p>Therefore, there is little reason for any site, big or small, to avoid using these techniques and continue wasting money on fraudulent ads.</p> <p><strong><em>Econsultancy is running a Mastering Analytics training course in Singapore on Thursday March 9th. This course will cover ad analytics and many other topics. You can <a href="https://econsultancy.com/training/courses/advanced-mastering-analytics-training-singapore/">find out more and sign up here</a>.</em></strong></p> tag:www.econsultancy.com,2008:BlogPost/68751 2017-01-27T14:56:00+00:00 2017-01-27T14:56:00+00:00 10 superb digital marketing stats from this week Nikki Gilliland <p>This week we're covering news about cart abandonment, adspend, dodgy ads, and lots more. Don't forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for even further info.</p> <h3>76% of marketers see ad blocking as a positive</h3> <p>According to a survey by YouGov and the Chartered Institute of Marketing, the majority of marketers believe that ad blocking will be a positive for the industry, encouraging better practice and greater levels of creativity.</p> <p>On the other hand, 38% of respondents believe that it could lead to a decline in online marketing.</p> <p>Other key stats from the research include the key areas of focus for the year ahead, with 42% of marketers citing personalisation, 37% citing data-driven marketing and 31% saying influencer marketing.</p> <h3>Emojis generate 17% more interaction on Instagram</h3> <p>A new study by Quintly has revealed that emojis result in 17% higher interaction when used on Instagram.</p> <p>From analysis of 22,000 profiles and 6.2m posts, those which included emojis were found to have a 2.07 interaction rate compared to 1.77 for those without.</p> <p>Other findings include the most popular emojis of 2016, with the most-used being the camera emoji, followed by the ‘OK’ hand signal and the pink hearts. </p> <p><img src="https://assets.econsultancy.com/images/0008/3441/Quintly.JPG" alt="" width="680" height="369"></p> <h3>43% of marketers still experimenting with influencer marketing</h3> <p>According to Altimeter’s Traackr report, 71% of marketers rate influencer marketing as a strategic or highly strategic area of marketing.</p> <p>However, 43% of those that agree are still experimenting with the practice, and 28% are only involving influencers at campaign level.</p> <p>The report also found the influencer budgets are still small compared to other areas of focus, but a shift in prioritisation means that 55% of marketers plan to spend more on influencers in 2017.</p> <h3>Trump’s inauguration generates 15m social media engagements</h3> <p>4C has revealed how social media users reacted to Donald Trump’s inauguration.</p> <p>The day’s event saw over 15m engagements across Facebook and Twitter, with the new President generating over 5m of them.</p> <p>Engagement peaked for the inauguration when the Obamas met the Trumps at the White House – a moment that’s now famous for Michelle Obama’s awkward reaction towards <em>that</em> Tiffany box.</p> <p>While the #inauguration hashtag generated 2.6m engagements on the day itself, the #womensmarch hashtag drew 7.3m engagements the day after.</p> <p><img src="https://assets.econsultancy.com/images/0008/3443/Trump.PNG" alt="" width="653" height="439"></p> <h3>Google removes 80m misleading ads in 2016</h3> <p>Google’s Bad Ads report has revealed that 80m bad ads were removed in 2016 for deceiving, misleading or shocking users with false information or clickbait headlines.</p> <p>Similarly, Google also took down 7m bad ads for intentionally trying to scam consumers or deliberately trying to trick its detection systems.</p> <p>In 2016, 1.7bn ads were removed overall, which is double the amount of ads removed the year previous.</p> <p><img src="https://assets.econsultancy.com/images/0008/3444/Google_Ads.JPG" alt="" width="650" height="339"></p> <h3>82% of customers over 55 feel undervalued</h3> <p>A new study by ICLP has found that customers over the age of 55 often feel overlooked, with 82% saying that retailers do not understand their needs.</p> <p>Consequently, 95% of over 55s would consider abandoning their favourite retailers in favour of others.</p> <p>ICLP’s survey also discovered what would make this demographic more loyal. The results found stronger reward programmes, communication and reliability to be the top three factors.</p> <h3>Adding touch to mobile ads increases engagement</h3> <p>In a study of 1,137 Android users, IPG Media Lab discovered that capitalising on consumer’s sense of touch during mobile video ads can produce a 50% uplift in brand favourability.</p> <p>While a standard video ad achieved happiness and excitement levels of 37% and 30% in consumers, video ads with touch-enabled elements resulted in rates of 44% and 38% respectively.</p> <p>This also resulted in a halo effect, with a 6% increase in positive brand perception overall.</p> <p><img src="https://assets.econsultancy.com/images/0008/3447/Touch.JPG" alt="" width="513" height="303"></p> <h3>Global cart abandonment rates up 2.4%</h3> <p>SalesCycle’s <a href="https://blog.salecycle.com/post/remarketing-report-q4-2016/" target="_blank">Remarketing Report</a> details the latest global cart abandonment stats. It shows that global cart abandonment rates were 76.8% in Q4 2016, a figure up 2.4% on the previous quarter. </p> <p>In terms of industry, fashion cart abandonment remains the lowest at 67.4%. Meanwhile, utilities is the highest, with an abandonment rate of 84.4%.</p> <p><img src="https://assets.econsultancy.com/images/0008/3446/Abandonment_rates.JPG" alt="" width="710" height="502"></p> <h3>58% of B2B buyers distrust vendor claims</h3> <p><a href="https://vendors.trustradius.com/b2b-buying-disconnect/" target="_blank">Research from TrustRadius</a> has found that tech vendors are failing to keep up with expectations, as nearly 60% of B2B buyers cite vendor-provided materials as the least trustworthy source.</p> <p>Despite many feeling sceptical over claims, buyers still acknowledge that vendors play a significant role in the purchasing process, with 62% saying they help answer questions, facilitate basic demos, and provide technical support.</p> <p>Additionally, the report found product demos and free trials to be the best and most trustworthy resources for buyers.</p> <h3>UK adspend increases following Brexit</h3> <p>According to the latest figures from the Advertising Association, UK adspend increased 4.2% in the quarter following Brexit.</p> <p>This news comes on the back of a Deloitte survey which found that 22% of advertising businesses have lost contracts since last June, and 62% believe the decision has negatively affected their business.</p> <p>On the other hand, the survey also found that 23% see Brexit as an opportunity for growth, and as a result, 8% plan to increase investment in the UK. </p> tag:www.econsultancy.com,2008:BlogPost/68704 2017-01-13T13:27:41+00:00 2017-01-13T13:27:41+00:00 10 mind-boggling digital marketing stats from this week Nikki Gilliland <p>You’ll find news on content marketing formats, abandonment emails, customer retention and social media. Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>72% of marketers value data analysis over social media skills</h3> <p>According to a new report by BlueVenn, 72% of marketers consider data analysis to be the most important skill to acquire in the next two years.</p> <p>From speaking to over 200 marketers in the US and UK, BlueVenn found that understanding customer data is considered far more vital than the likes of social media and web development, with just 65% and 31% of respondents citing these respectively.</p> <p>This appears to be an especially common view in larger businesses, where a lack of tools and access to technologies is the biggest barrier.</p> <p><img src="https://assets.econsultancy.com/images/0008/3043/BlueVenn.jpg" alt="" width="740" height="475"></p> <h3>Abandonment emails sent after one-hour boost conversion</h3> <p>New stats from SaleCycle show that the best time to reconnect with shoppers is one hour after they’ve abandoned their basket.</p> <p>From the conversion rates of 500 global brands, an average conversion of 6.33% was seen after one hour, compared with just 3.14% when sent before one hour and 3.41% one to two hours after.</p> <p>As well as timing, research also found that personalisation is a big factor in email success, with subject names that include the customer name seeing the highest open-rate.</p> <p><img src="https://assets.econsultancy.com/images/0008/3048/Email_time.JPG" alt="" width="314" height="522"></p> <h3>Two-thirds of UK consumers willing to use robots for banking</h3> <p>‘Robo-advisors’ is not a term we’ll be adopting any time soon, however, according to new research from Accenture more of us will be willing to accept the concept in future.</p> <p>Apparently, it refers to the robots used to offer financial or banking advice in place of real-life humans. And according to a survey of UK consumers, 68% are willing to use them.</p> <p>The reasons behind the demand for this type of technology is speed and convenience, with 40% citing this factor for using it. Lastly, 25% see the impartiality of robo-advice as a key attraction, with this figure rising to almost one third in those over 65.</p> <p><img src="https://assets.econsultancy.com/images/0008/3047/Robots.jpg" alt="" width="650" height="397"></p> <h3>Instagram Stories grows to 150m daily users</h3> <p>Despite initial reservations from users, Instagram Stories continues to grow, with the feature adding 50m more daily users since October.</p> <p>According to other recent stats, a third of the most-viewed stories come from businesses, and one in five stories on Instagram result in a direct message. </p> <p>Lastly, 70% of video views are reportedly played with the sound on (though this does not include Live Stories).</p> <h3>Original data is the best-performing type of content marketing</h3> <p>A survey by Clutch has uncovered the types of content that marketers believe leads to greater success.</p> <p>17% of respondents said that infographics perform the best, while 18% cited research or original data – both trumped other formats like blog posts and video.</p> <p>In terms of promotion, 85% of content marketers cited paid distribution, such as social media, PPC and native ads as the most effective tactic, over-and-above organic efforts. This reflects the strategies of most marketing agencies, with 71% using paid distribution tactics most frequently.</p> <h3>Nearly 20% of online retailers lost out to rivals over Christmas</h3> <p>According to the latest JDA/Centiro report, many retailers failed to meet the growing consumer demand for convenience during the 2016 Christmas period.</p> <p>19% of online Christmas customers shopped at alternative retailers due to stock unavailability and delivery time constraints.</p> <p>While use of click-and-collect services has somewhat plateaued, it is mostly seen as a way of avoiding delivery charges, with 53% of consumers recently using it for this reason.</p> <p>The report also found that many people suffered problems with click and collect last Christmas, with long waiting times due to a lack of staff having a negative impact on the experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/3045/Click_and_Collect.jpg" alt="" width="350" height="571"></p> <h3>Valentine’s Day presents big opportunity for retailers</h3> <p>With Black Friday and Christmas out of the way, many retailers are turning their attention towards the next big holiday.</p> <p>According to stats from Bing, Valentine’s Day presents a huge opportunity, after an estimated $19.7bn was spent last year (and an average of $146 per person).</p> <p>However, it’s not just humans that can expect a gift or two. $681m was reportedly spent on pets for Valentine’s Day last year, giving pet retailers a good reason to get on board in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/3046/Valentines_Day.jpg" alt="" width="483" height="229"></p> <h3>Instagram most important platform for marketers</h3> <p>In more Instagram-related stats, it’s been revealed as the platform marketers will invest the most in this year.</p> <p>Research from Greenlight shows that 70% will focus on Instagram, while 40% of marketers will invest in Twitter. </p> <p>Interestingly, older marketers are placing less importance on social platforms, with 50% of professionals who are over the age of 50 reporting no plans to invest in Instagram and 58% saying the same for Snapchat. </p> <h3>Generation Z bored by standard digital ads</h3> <p>According to a study by Kantar Millward Brown, generation Z (i.e. consumers aged between 16-19) have high expectations when it comes to digital advertising, preferring ads that allow them to interact or make a decision.</p> <p>When it comes to ads that prompt viewers to vote, generation Z reported a positivity score of 31%, compared to just 25% from generation Y. </p> <p>Generation Z were also found to actively dislike invasive ad formats like non-skippable pre-rolls. However, interruption appears to be a big bugbear for all age ranges, with the majority of people installing ad blockers due to this reason.</p> <p><img src="https://assets.econsultancy.com/images/0008/3044/AdReaction.jpg" alt="" width="740" height="399"></p> <h3>Customer retention is down 7% globally</h3> <p>From a global study of more than 24,000 consumers across nine industry sectors, Verint and IDC has found that customer retention dropped by 7% last year.</p> <p>Overall, this appears to be down to consumers who prefer using digital-based companies displaying less brand loyalty than those who engage with businesses on a human and one-to-one level.</p> <p>49% of digital customers have been with providers for more than three years compared with 57% who prefer to go in-store.</p> tag:www.econsultancy.com,2008:BlogPost/68686 2017-01-06T14:40:18+00:00 2017-01-06T14:40:18+00:00 10 stirring digital marketing stats from this week Nikki Gilliland <p>This week’s dose includes news about the internet of things, TV ads, and entertainment sales.</p> <p>Don’t forget – you can download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for lots more.</p> <h3>Holiday shopping generates $91.7bn in online sales </h3> <p>Adobe has revealed the total number of online sales from the Christmas period.</p> <p>November 1st to December 31st generated $91.7bn in online sales - an 11% increase year-on-year.</p> <p>Mobile brought in $28.43bn in revenue, which is a 23% increase from 2015. Figures also show that mobile drove 50% of visits and 31% of purchases.</p> <p>While there was an increase in sales, shipping costs were down, going from an average of $2.60 in 2015 to $2.50 in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/2866/Holiday_spend.jpg" alt="" width="760" height="411"></p> <h3>Older consumers prefer rational marketing</h3> <p>A new study by the Journal of Advertising Research has found that older consumers have a clear preference for rational rather than emotional ads.</p> <p>While 49.7% of audiences under 50 preferred a rational advertisement compared to 50.3% favouring an emotional ad, this was significantly increased among those over 50, with 63% preferring the rational example.</p> <p>Insight suggests that this should inform marketing activity, with logical and knowledge-based appeals being much more effective for prompting older consumers into action.</p> <h3>One in five digital leaders consider their organization digitally mature</h3> <p>Clearhead recently undertook a survey of 150 ecommerce executives, aiming to find out the state of digital maturity with organizations.</p> <p>The results showed that there is still a significant gap between the desire for personalization and the processes and capabilities necessary to execute it, with just one in five leaders considering their companies as ‘digitally mature’.</p> <p>What’s more, despite the obvious desire to be data-driven – with 81% of retailers having purchased or built the technology required for testing programs – just 17% of online retailers have a path to develop personalized experiences for customers.</p> <h3>36% of consumers unfamiliar with IoT</h3> <p>According to a new study by Yahoo, consumer understanding of the Internet of Things (IoT) is below par, with many in the dark as to what the term actually means.</p> <p>Despite 70% of consumers currently owning a connected device, 36% still don’t know what IoT is. </p> <p>However, it appears many are keen to learn, with 41% of survey respondents interested in expanding their knowledge of the subject. </p> <p>The group with the highest level of understanding is teens and millennials, with video games and consoles the most popular connected device.</p> <p><img src="https://assets.econsultancy.com/images/0008/2867/IoT.JPG" alt="" width="493" height="407"></p> <h3>Increasing importance of customer service</h3> <p>Salesforce has released its latest <a href="http://salesforce.com/stateofservice" target="_blank">State of Service report</a>, delving into how service teams are responding to increasing customer demands.</p> <p>The most interesting stats from the research revolve around how collaboration within companies is key to delivering the best customer service. </p> <p>In fact, in a survey of more than 2,600 customer service professionals, 78% of respondents agreed that every employee is an agent of customer service. </p> <p>However, despite this level of recognition, there’s still room for improvement, with just 63% of service teams having a formal process in place to collaborate with sales.</p> <p>Alongside collaboration, service teams also recognise that a single 360-degree view of the customer can lead to greater productivity, with 79% agreeing that this helps to provide consistency and continuity in every customer interaction.</p> <p><img src="https://assets.econsultancy.com/images/0008/2870/Customer_Service.JPG" alt="" width="596" height="474"></p> <h3>One third of consumers actively choose to buy sustainable goods</h3> <p>A new study by Unilever has discovered how sustainability affects the purchases of 20,000 adults across five different countries.</p> <p>The results found that 33% now actively choose to buy from brands considered to be sustainable, while 21% would be more likely to choose brands that clearly promote sustainability credentials on packaging and in marketing.</p> <p>Consequently, Unilever predicts that the sustainable goods market is worth an average of £817bn in untapped sales.</p> <h3>'Personal assistants' is the top marketing search of 2016</h3> <p>Microsoft’s Bing Ads has released the top marketing-related searches of 2016.</p> <p>Due to greater advances in <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/" target="_blank">chatbots</a> and virtual assistants like Alexa, Cortana and Amazon Echo, personal assistants and AI saw the biggest interest.</p> <p>The top five include:</p> <ol> <li>Personal Assistants/ Intelligent Agents</li> <li>Virtual Reality/Augmented Reality</li> <li>Search Marketing</li> <li>Artificial Intelligence </li> <li>Content Marketing</li> </ol> <p><img src="https://assets.econsultancy.com/images/0008/2868/Bing_top_searches.jpg" alt="" width="537" height="268"></p> <h3>54% of consumers plan to buy a new smartphone this year</h3> <p>After a three-year low, an Accenture survey of 26,000 consumers has found that smartphone purchases are set to rise again this year.</p> <p>54% of the consumers surveyed said they plan to buy a smartphone in the next year - a figure up from 48% last year. </p> <p>Insight suggests that this demand is largely fuelled by better security, new functions and improved performance, with 51% of consumers planning to buy a new phone to access the newest and most innovative features and functions.</p> <p>Similarly, 45% of consumers cite inadequacy of their current device as motivation.</p> <p>While there is growing demand for smartphones, purchases of connected devices like smartwatches and fitness monitors are predicted to remain sluggish, mainly due to high prices and concerns about the privacy of personal data.</p> <h3>DFS dominates TV advertising over New Year</h3> <p>TVTY has analysed more than 80,000 TV spots from the Christmas and New Year period, revealing the brands that invested the most in the medium.</p> <p>Furniture company DFS came out on top with more than 1,200 spots over Christmas Eve and Christmas Day. </p> <p>With a further 900 messages on New Year’s Eve and Day, the brand totalled 2,159 TV broadcasts.</p> <p>Other dominant brands over New Year included Confused.com and Thomas Cook, which both aimed to capitalise on consumer interest in holidays and finance. </p> <p><img src="https://assets.econsultancy.com/images/0008/2869/TV_spots.jpg" alt="" width="226" height="467"></p> <h3>Digital entertainment overtaking physical sales</h3> <p>According to new figures from the Entertainment Retailers Association, digital sales of games, music and video are now overtaking physical sales in the UK.</p> <p>74% of game sales are digital, and 57% of music revenues are derived from digital services like downloads or streaming.</p> <p>In total, digital revenues jumped 23% to £1,309.3m in 2016.</p> tag:www.econsultancy.com,2008:BlogPost/68665 2017-01-04T01:00:00+00:00 2017-01-04T01:00:00+00:00 Three keys to digital advertising success in 2017 Jeff Rajeck <p>Some the changes which have been covered extensively include: </p> <ul> <li> <strong>Platforms</strong> - some which have risen (hello Snapchat) and others, fallen (Meerkat, RIP).</li> <li> <strong>Header bidding</strong> - which has become a significant challenger to traditional ad exchanges.</li> <li> <strong>Advertising on messaging apps</strong> - which is tipped to bring big changes to the ad market.</li> </ul> <p> At Digital Cream Singapore, we spoke with dozens of client-side marketers about these changes and how they affect their agenda for the coming year. </p> <p>Surprisingly, though, <strong>most brand marketers were less concerned about the latest technology or platforms and </strong><strong>more worried about how they will use digital advertising to deliver value to the business. </strong></p> <p>To make that happen, participants on the day identified three things which they consider as priorities if they are to bring success in the coming year.</p> <h3>1) A single view of the customer</h3> <p>Attendees felt that most organisations have plenty of customer data. Nearly everyone has a CRM with customer attributes, most use web analytics to capture on-site user behaviour, and now a significant number have implemented a data management platform to understand what their customers do on other sites.</p> <p>The problem for marketers, though, is that customer data is spread across several systems. As a result, it is difficult to join up the data and obtain a single view of the customer which links their attributes, interests, and behaviour.</p> <p>Participants felt that fragmented customer data is particularly problematic for digital advertising. As digital ad platforms need data for segmenting, targeting, and positioning, marketers without a single view of the customer are not able to exploit opportunities and deliver the best value to the business.</p> <p><strong><img src="https://assets.econsultancy.com/images/0008/2647/3.jpg" alt="" width="800" height="533"></strong></p> <p>One technology which helps marketers obtain a single customer view is a <strong>'customer data platform' (CDP)</strong>.</p> <p>A CDP is a system which:</p> <ul> <li>Combines data from multiple sources.</li> <li>Lets marketers build customer profiles.</li> <li>Delivers messaging across multiple platforms.</li> <li>Uses decision-making algorithms to optimize performance.</li> </ul> <p>While CDPs sound promising, they are relatively new and so marketers will need to conduct more research before they are widely-deployed.</p> <p>More information about CDPs is available <a href="http://customerexperiencematrix.blogspot.sg/2015/01/customer-data-platforms-revisited.htm">here</a> and a list of vendors is available via the <a href="http://www.cdpinstitute.org/">CDP Institute</a>.</p> <h3>2) A cross-market ad buying strategy</h3> <p>Another issue client-side marketers hope to solve in 2017 is how to buy ads programmatically across different markets.</p> <p><strong>The problem marketers face is that different countries usually have different ad platforms</strong>. Marketing managers struggle with becoming familiar with each of them in order to train the regional teams.</p> <p><strong>Some participants avoid this issue by relying solely on the 'ad duopoly', Google and Facebook</strong>, to cover multiple markets. Others, however, find this approach limiting and feel compelled to use additional programmatic platforms to reach more consumers.</p> <p><img src="https://assets.econsultancy.com/images/0008/2648/5.jpg" alt="" width="800" height="533"></p> <p>Another issue raised was that <strong>Asia-Pacific does not have many third-party measurement services</strong> which help them avoid bot fraud, fraudulent inventory, and unviewable ads. This was particularly a problem for advertisers who operate in China.</p> <p>Delegates offered few ideas into what managers can do about this besides upgrading ad-buying technology and ensuring that regional marketers keep a closer eye on local ad networks.</p> <p>According to a 2016 <a href="https://www.exchangewire.com/bidswitch-report/">BidSwitch survey of buy-side technology firms in Asia-Pacific</a>, the problem isn't going away soon - and indeed may get worse. Nearly half (45%) of respondents indicated that <strong>there will be more programmatic technology companies in APAC over the next three years.</strong></p> <p><img src="https://assets.econsultancy.com/images/0008/2646/graph.png" alt="" width="800" height="517"></p> <h3>3) An attribution model</h3> <p>Finally, the most frequently-discussed item on the digital advertiser 'wish list' for 2017 was marketing attribution.</p> <p>Having an agreed method for attributing marketing success to different channels has eluded most marketing teams, participants noted. The issues they face include: </p> <ul> <li>Obtaining the view and click data from all of the channels.</li> <li>Calculating the value of each touchpoint.</li> <li>Using the model to dictate media spend.</li> <li>Understanding of the customer journey.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0008/2649/4.jpg" alt="" width="800" height="533"></p> <p>One delegate said that<strong> their marketing team overcame some of these issues by implementing a 'fluid' attribution model</strong>. Their approach was to have all stakeholders meet regularly, review ad performance data and, based on hard data, adjust the attribution model appropriately.</p> <p>While not perfect,<strong> introducing flexibility into the model reduced the stakes for all parties as nothing was 'fixed in concrete'</strong>. This, in turn reduced the politics around adopting a model and led to quicker acceptance.</p> <p>Still, many attendees felt that they did not yet know enough to develop an attribution model and so 2017 was going to be another year of learning.</p> <h3>A word of thanks </h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and the moderator for the Online Advertising table, <strong>Stephanie Myers, Senior Vice President of Digital Marketing at HSBC.</strong></p> <p>We hope to see you all at future Singapore Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/2650/end.jpg" alt="" width="800" height="533"></p> tag:www.econsultancy.com,2008:BlogPost/68647 2016-12-16T11:45:20+00:00 2016-12-16T11:45:20+00:00 10 smashing digital marketing stats from this week Nikki Gilliland <p>This week’s roundup includes news about Instagram, online ads, IoT and much more. As always, be sure to check out the <a href="https://econsultancy.com/reports/internet-statistics-compendium/" target="_blank">Internet Statistics Compendium</a> for further insight.</p> <p>On we go...</p> <h3>Growing recognition of emerging technologies</h3> <p>New research from Adobe has delved into how brands are using emerging technologies such as AR, VR, and AI in their Christmas marketing.</p> <p>While it seems largely limited to big brands, emerging technologies are increasingly being used by marketers to help grab the attention of consumers. </p> <p>Consumers are now cottoning on to its potential, too, with 68% agreeing that it provides brands with a competitive edge. Likewise, 32% of consumers also agree that it helps to drive customer loyalty to a brand, and 55% believe that it is useful in attracting potential customers.</p> <p>Finally, one fifth of marketers also believe VR will be the biggest trend of Christmas campaigns next year.</p> <h3>Instagram reaches 600m monthly users</h3> <p>Instagram has announced that it now has over 600m monthly active users, with 100m having joined in the past six months.</p> <p>This also means that the platform has doubled in size in just two years, increasing from 300m in 2014.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Today we’re proud to announce a community of more than 600 million. From all of us at Instagram, thank you. <a href="https://t.co/DqHwU0y2Lv">https://t.co/DqHwU0y2Lv</a> <a href="https://t.co/OUNyb08tNu">pic.twitter.com/OUNyb08tNu</a></p> — Instagram (@instagram) <a href="https://twitter.com/instagram/status/809398925417443328">December 15, 2016</a> </blockquote> <h3>Pre-Christmas discounts reach a new record</h3> <p>UK consumers are witnessing record discounts in the run-up to Christmas, according to analysis from Deloitte.</p> <p>Discounts are currently averaging 43.3%, a figure that’s 1.5% deeper than last year, and discounts are also set to rise to 54% by Christmas Eve.</p> <p>The high level of discounting is said to be due to a number of factors, including a successful Black Friday period, unseasonably warm weather and favourable economic conditions for consumers. </p> <p>However, insight suggests that it is also an indication of nervousness from retailers, particularly in how increasing inflation will affect consumer confidence and spending. </p> <h3>Nearly half of online ads miss target audience</h3> <p>Online advertising is missing the mark, according to new research from Nielsen.</p> <p>In a study of more than 44,000 campaigns across 17 countries, only 53% of ad impressions served in the UK were viewed by people of the intended age and gender.</p> <p>The accuracy of ads also varies between sectors, with travel marketers being the most likely to reach their desired audience, closely followed by entertainment.</p> <p>Demographics also appear to be a tricky factor, with campaigns focusing on those aged 25-44 reaching the audience just 38% of the time. </p> <p>Older consumers are said to be a little easier to reach, with success 44% of the time in campaigns targeting 18-34 year olds and 58% for 35-64 year olds.</p> <p><img src="https://assets.econsultancy.com/images/0008/2486/Nielsen.png" alt="" width="400" height="395"></p> <h3>23% of consumers have bought a fake product online</h3> <p>New research by MarkMonitor has revealed that nearly a quarter of all online consumers have been duped by counterfeiting, with 23% unwillingly ordering a fake item.</p> <p>Surveying the percentage of people that were duped, MarkMonitor found that 71% said the experience had a negative impact on their perception of the genuine brand, with 59% being extra cautious when interacting with the company in future.</p> <p>Likewise, 12% said they wouldn’t buy from that brand again, and 29% complained to the company that owned the brand. </p> <p>Lastly, a very polite 32% took no action upon discovering they were duped.</p> <p><img src="https://assets.econsultancy.com/images/0008/2489/Counterfeit.JPG" alt="" width="600" height="447"></p> <h3>Eurovision is TV’s most-tweeted about event in 2016</h3> <p>Kantar Media has revealed what got us talking on social media in 2016, with data on the most-tweeted about television shows in 2016.</p> <p>The most-tweets in a minute occurred when Adele won a Brit award in February, generating 16,832 tweets in 60 seconds.</p> <p>In terms of the top broadcasts, everyone went gaga for Eurovision, with the program resulting in 1.6m tweets and 246,000 unique authors overall.</p> <p>Entertainment has been the most-tweeted about genre, accounting for almost half of tweets sent. However, current affairs saw a significant increase, accounting for almost a quarter of TV related tweets. </p> <h3>Abandonment rates drop during Black Friday sales</h3> <p>Data from SaleCycle has shown that abandonment rates dropped on Black Friday and Cyber Monday this year, with shoppers keen to follow through with their bargain hunting.</p> <p>While abandonment rates for the rest of the year averaged out at 75%, they dropped to 67% on Black Friday and 70% on Cyber Monday. </p> <p>However, there was also a 312% increase in abandonment emails sent, due to the greater volume of traffic on retailer websites.  </p> <p><img src="https://assets.econsultancy.com/images/0008/2487/Black_Friday_stats.JPG" alt="" width="440" height="315"></p> <h3>‘Fitness buffs’ 25% more likely to buy on mobile</h3> <p>Hitwise, a division of Connexity, has examined the shopping behaviour of consumers who typically purchase or visit websites for athletic apparel, fitness trackers or workout equipment.</p> <p>It has found that this demographic is strongly dependent on mobile, with 25% of fitness buffs more likely to purchase a product advertised on their mobile.</p> <p>Likewise, this group places a deep trust in social media reviews, being 95% more likely to pay attention to the opinions of other consumers and 94% more likely to follow their favourite brands or companies on social platforms.</p> <p><img src="https://assets.econsultancy.com/images/0008/2493/fitness_buffs.jpg" alt="" width="459" height="348"></p> <h3>34% of consumers say extended delivery dates would prompt purchase</h3> <p>With Christmas nearing ever closer, Astound Commerce’s latest report revealed how logistics factors will play a role in purchase decisions during the holidays.</p> <p>According to survey results, 35% of consumers say extended shipping dates would cause them to make a purchase from a particular retailer this Christmas. </p> <p>The option for in-store pick-up is also a big draw, with 34% also citing this factor.</p> <p>Lastly, the study also found that technology is of growing importance for consumers, with 81% saying that technology to help locate products in-store would be desirable.</p> <p><img src="https://assets.econsultancy.com/images/0008/2490/Delivery.JPG" alt="" width="578" height="268"></p> <h3>A fifth of businesses to embrace the Internet of Things</h3> <p>Big data and the Internet of Things (IoT) are expected to add <a href="http://www.sas.com/en_gb/news/press-releases/2016/february/bi-data-internet-of-things-economy.html" target="_blank">£322bn to the UK economy</a> from 2015 to 2020.</p> <p>Now, research from SAS has predicted that a fifth of businesses are planning to adopt IoT to address customer demand and drive overall engagement.</p> <p>In a study of 75 large European organisations, 36% of respondents said that IoT will have a positive impact on end-user experiences if fully embraced.</p> <p>What’s more, 29% believe it would drive them to produce higher quality hardware and services, and one in 10 cited concerns about losing market share as the biggest risk of not embracing IoT.</p> <p>Despite concerns over the time required for IoT implementation, 37% of organisations are said to be responding to these challenges - and to the persistent skills shortage - by collaborating with external technology vendors.</p> tag:www.econsultancy.com,2008:TrainingDate/3123 2016-12-05T08:14:53+00:00 2016-12-05T08:14:53+00:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> <p><a href="http://www.clickacademyasia.com/wp-content/uploads/2016/09/masterclass-in-lead-generation-2017.pdf" target="_blank">Click here to find out more about the course.</a></p> tag:www.econsultancy.com,2008:BlogPost/68547 2016-11-21T15:30:00+00:00 2016-11-21T15:30:00+00:00 How advertisers are being exploited by fake news sites Patricio Robles <p>In many cases, these fake news sites were not intended to sway public opinion but instead to generate ad revenue for their creators.</p> <p><a href="https://www.buzzfeed.com/craigsilverman/how-macedonia-became-a-global-hub-for-pro-trump-misinfo">According to</a> BuzzFeed News, teens in a small town in Macedonia were behind more than 100 pro-Trump sites that were set up to capitalize on interest in Trump to, in some cases, generate thousands of dollars a month in revenue from advertising.</p> <p>And <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/11/17/facebook-fake-news-writer-i-think-donald-trump-is-in-the-white-house-because-of-me/">according to</a> a Washington Post report, one fake news site owner, Paul Horner, makes $10,000 per month from AdSense. One of Horner's sites, abcnews.com.co, features articles with the following headlines:</p> <ul> <li>Obama Signs Executive Order Declaring Investigation Into Election Results; Revote Planned For Dec. 19th</li> <li>Fireman Suspended &amp; Jailed By Atheist Mayor For Praying At Scene Of Fire</li> <li>Drug Kingpin Joaquin ‘El Chapo’ Guzman Escapes Mexican Prison For The Third Time</li> <li>Obama Signs Executive Order Banning The National Anthem At All Sporting Events</li> <li>World’s Biggest Starbucks Opening In Phoenix AZ: Roller Coaster, Underground Water Slide &amp; Robot Baristas</li> </ul> <p>While Horner says that he "like[s] getting lumped in with the Onion" and that there is "purpose and meaning behind" what he does, unlike the Onion, abcnews.com.co is arguably not a parody site.</p> <p>The domain and logo are clearly intended to play off of the brand of the real ABC News, and articles begin with AP, an obvious false reference to the Associated Press, which of course has nothing to do with the content on Horner's site. </p> <p>Despite the fact that Horner's site violates AdSense's <a href="https://support.google.com/adsense/answer/1348688">policies</a> against misrepresentative content, which cover "deceptively presenting fake news articles as real" as well as "falsely implying having an affiliation with, or endorsement by, another individual, organization, product, or service," Horner's site includes advertising from Google AdSense.</p> <p>On an article entitled <em>Donald Trump Tweets Image Of His Penis – WARNING: Graphic Content </em>that includes a fake photo of the president elect with the real ABC News logo, this author was served ads from brands like AT&amp;T, The Wall Street Journal and Panera Bread.</p> <p>Needless to say, none of these brands likely intended for their ads to show up on abcnews.com.co or this fake article.</p> <p><img src="https://assets.econsultancy.com/images/0008/1661/fakeabcnews.png" alt="" width="794" height="475"></p> <h2>Asleep at the wheel</h2> <p>That reputatable and supposedly well-policed ad networks are being used to serve ads to such low-quality sites, to the detriment of their advertiser clients, <a href="https://econsultancy.com/blog/68259-are-online-advertisers-wising-up-about-content-quality/">is not news</a>.</p> <p>But with big companies like Google and Facebook facing higher levels of scrutiny following the 2016 election, it's possible that the lackadaisical enforcement of their policies could start to become more problematic.</p> <p>While <a href="https://econsultancy.com/training/courses/programmatic/">programmatic</a> has increased advertiser focus on the concept of <a href="https://econsultancy.com/blog/68198-how-people-based-marketing-is-redefining-effectiveness-in-programmatic-ad-buying/">buying audiences</a>, and many brands have come to prioritize reach, there is growing evidence that content quality has a significant effect on campaign efficacy.</p> <p>For example, a comScore study earlier this year found that <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">ads on premium sites drive 67% greater brand lift</a>.</p> <p>Another recent study found that ads following political ads <a href="http://www.mediapost.com/publications/article/287639/political-ads-found-to-suppress-effectiveness-of-b.html">had a negative impact on brand perception</a>, again demonstrating that content and context can be just important as who ads are shown to.</p> <p>Obviously, networks like AdSense, despite their increasingly obvious shortcomings, aren't going away any time soon, but the spotlight on fake news should serve as a wake-up call to the industry that there is a lot of unnecessary waste that needs to be dealt with for the long-term health of digital advertising.</p> <p>Both Facebook and Google have <a href="https://www.theguardian.com/technology/2016/nov/15/facebook-google-fake-news-sites-ad-networks">updated their ad network policies</a> to reaffirm that they'll be going after fake news sites, but how easy that will be achieved remains to be seen.</p>