6 Tips for Handling Viewability, Fraud and Ad Blockers
The advertising and marketing industries are in the process of being reimagined. Consumers have spoken loud and clear: Current advertising messages aren’t cutting it. As a result, they’re turning to ad blockers to prevent an overabundance of banner and display ads from clogging up their Web browsers.
Publishers are struggling to increase ad engagement, which has led to the issue of viewability. The IAB indicates the average viewability of an advertisement is 17 seconds, but a viewer could simply read the content on a Web page and never even glance at the ad; yet, that will still count as an ad view. This also brings up the issue of bots and fraudulent impressions. The ANA study reported in January that advertisers will lose upwards of $7.2 billion dollars due to bots. So what is a marketer to do?
Below are six tips to help marketers in the wake of viewability concerns, fraud and ad blockers.
1. Use Channels Immune to Ad Blockers
Did you know social channels can’t be blocked by ad blockers? Influencer content is another option that cannot be blocked — and you get the benefit of creativity in the content an influencer creates, as well as higher engagement and a more dedicated audience. Also consider native advertisements. Hubspot reported the non-intrusive nature of native ads resulted in 53 percent more views than banner ads. Plus, native ads and influencer content are shareable, so what starts out as an ad can now be passed along to friends and family.
2. Create 'Engageable' Advertisements
Start by understanding how copy and image influence clickthrough rates, as well as engagement rates. Audiences want great content; you can take great content to the next level by optimizing it as an “engageable” advertisement to drive greater engagement. With “engageable” ads, influencer content is turned into a social ad, which your audience can then like, comment on and share with others across their social channels.
3. Understand the Placement of CTAs
Your headline could be the call to action (CTA) or the call to action could be at the bottom of the ad, which is the more traditional position. Depending on the goal of your campaign, having the CTA in the headline, text or newsfeed link description can heavily influence click-through rates (CTR). The true art to creating a social-based ad is to make it as social as possible. For social platforms. CTAs look too much like ads, which actually results in a CTR decrease. If you are using the CTA buttons most social advertising networks already offer, make sure the CTA flows with what you are portraying in the rest of the advertisement.
4. Remember the Importance of A/B Testing
Three words to remember: test, test and test. At Collective Bias, some of our testing has indicated that food ads, for example, with images showing a recipe in progress result in higher engagement than images of a completed. Makes sense, right? Once you’ve come to a conclusion, don’t stop testing — evolve your test. The beauty of social media is that it is always changing; what worked three months ago may not work today! Sometimes the smallest change will net a big result. Once you’ve figured out what works, then put your marketing dollars behind it.
As SVP of marketing and content, Holly Pavlika oversees marketing, public relations and social strategy at Collective Bias, a shopper-focused influencer marketing company. Also a blogger, she founded MOMentumNation while serving as the Executive Creative Director and Managing Director at Big Fuel, a pure play social media agency. Holly is an award-winning creative marketing industry veteran who was recognized in 2012 by Klout as the “most influential agency person” and uses her voice for social good with 10X10 Educate Girls, Every Mother Counts, Global Poverty Project and the UN Foundation Shot@Life.