Be a Next Gen Marketer:

Demand Media Transparency.
Eliminate Waste.

 

We’ve Entered a
Media Wasteland

In 2017, at least $50bn will be spent on digital advertising—but up to $30 bn of that will be wasted to fraud, bots, disparate data sources, unseen impressions, and on and on it goes…

$50 BN

digital advertising

$30 BN

Wasted

How did we get here—and how did we let it get THIS bad?

 

More importantly, what can we do about it?

Let’s break it down together.

 

Chapter 1:

How Did We Create This Mess?

If digital is the most measurable marketing function

Why is 60% of it wasted?

Because we have a media transparency problem.

Consider all your critical media partners: agencies, attribution tools, tag managers, web optimization, DSPs, and DMP.

 

Each one uses its own measurement standards and dataset to report their performance to you.

 

But wait:
Shouldn’t WE be telling THEM
how they perform...not the other way around?

 

The truth is, these partners aren’t maliciously withholding data from us.

 

They literally can’t exist or operate outside their own performance echo chamber (i.e. domain).

So as more solutions pop up claiming to solve the media transparency problem, the ecosystem simply gets more complex, siloed, and totally out of our control.

 

This is the catalyst for media waste—and it’s only getting worse.

HOW MUCH OF YOUR MEDIA SPEND IS WASTED?

Calculate Your Losses in 30 Seconds

 

Chapter 2 :

Am I in the Media Wasteland—and Should I Even Care?

Does this impact your team’s day to day performance?

Yes it does.
And in a really big way.

Limited Transparency Across DSPs

We absolutely need them to reach the right audiences—they’re critical to our success. But on average, 39% of DSP spend is wasted. Gone.

Unwanted Overlap:

When multiple DSPs mistakenly buy the same user—and hit them with the same offer over and over again.

Error:

The DSP accidentally buys your existing customer(s) in an acquisition campaign.

Irrelevance:

A DSP sends messages to audiences in the wrong funnel stage.

Marc Pritchard,

CBO, Procter & Gamble

Crappy Media Supply Chain

"We will no longer tolerate the ridiculous complexity of different viewability standards…[across] dozens of platforms, claimed to be the right metric for each."

 

-Adexchanger, January 30th, 2017

 

Unseen Impressions + Fake Web Traffic

 

Even the most performance-driven agencies and brands can’t escape the fact that 54% of online ads are NEVER SEEN by a human.

 

Likewise, 61% of web traffic isn’t even human.

 

Even Facebook admitted their video viewing numbers have been inaccurate for over two years, now undergoing a comprehensive audit from an independent measurement source.

Next gen marketers won’t tolerate this for long.
Some have already emerged to draw a line in the sand.

gabe leydon

Gabe Leydon,

CEO, Machine Zone

FOCUS ON YOUR CUSTOMERS, NOT IMPRESSIONS

"We aren’t going to pay for eyeballs [impressions] anymore—we want to know they [consumers] are real."

 

- Gabe Leydon, CEO, Machine Zone, Code/Media, 2016.

 

Chapter 3 :

Can I Escape and Find Media Transparency?

Let’s imagine a world where every advertising dollar was...

Spent on the right person, place, and time.

Never wasted on fake impressions.

Tracked and optimized at every stage in the funnel—not just acquisition.

Imagine having complete transparency into your media performance from a macro, bird’s eye view across every partner, publisher, and channel— down to the performance of an individual ad.

From this centralized view, you work
from your company’s standards of success, not your partners’.

You tell partners how THEY performed, and accurately inform future spend.

 

This is independent media measurement.

 

Real Talk

 

Until we demand independent measurement on behalf of our companies, the vendor-controlled ecosystem persists, transparency remains a pipe dream, and billions of dollars are still tossed into media wasteland.

Oh, and we all stay mediocre at our jobs—continually viewed as a cost center rather than revenue generators.

Changing the ecosystem requires next gen marketers committed to change—not status quo.

 

Chapter 4 :

The Future is Ours
The Next Gen Marketer Must Demand It

Most marketers still rely on partners to define programmatic buying success.

"According to the March 2016 Forrester report entitled The State Of Programmatic Digital Media Buying 2015, only 38% of advertisers can define programmatic success on their own."

Good news: media transparency IS possible today. But it’s up to us to step up, be vocal, and regain control of our media spend.

Let’s shift our paradigm of success from fake metrics, to performance appropriate for 2017 and beyond: conversions from relevant,
timely offers focused on the consumer—not fake eyeballs.

Start by leveraging independent measurement for your company and gain media transparency.

 

Then look those metrics in the eye—good or bad—and begin defining what success looks like for your company.

 

Be a next gen marketer that not only achieves it,
but paves the way forward for everyone else.

 

Want to take control of your media ROI?