Viewability, Click Fraud, Bots Top Advertisers' Digital Ad Concerns

By The Myers Report Archives
Cover image for  article: Viewability, Click Fraud, Bots Top Advertisers' Digital Ad Concerns

With the Newfronts in full gear and annual Upfront Week looming, agency and advertiser executives are "salivating" at one extreme and "sending messages" at the other. New MyersBizNet research (see below) has uncovered disparities on important issues (adblocking, fraud, privacy and high frequency exposure) between brand and agency decision-makers. Last week, MyersBizNet published data suggesting the Upfront may not generate the record-setting growth that most forecasters, including this one, have forecast, with 95% of brand marketers and media agency planners/buyers stating they plan to increase their investments in digital video media in this year's Upfront as an alternative to network television.  According to the MyersBizNet survey, conducted in March/April, 72% of brand marketers and 63% of media agency buyers and planners project total Upfront spending will be flat to negative.

Last week, IPG Mediabrands' Magna Global announced it is redirecting $250 million from network TV to digital media. However, industry insiders report this may be spread over multiple years.

Even with the positive focus on digital video alternatives to network TV, marketers and agency executives express concern over viewability, adblocking, bot traffic, fraud, adblocking, data conflicts, privacy and high frequency exposure.

MyersBizNet 2016 Survey of Advertising & Marketing Executives

Digital Advertising Concerns and Priorities

  • Sixty-five percent of agency and brand executives with digital media planning and buying decision-making responsibility say a "safe and low-fraud environment is very/extremely relevant and important in their digital media selection process."
  • Forty-one percent of these executives say "sales/click-results based data is very/extremely relevant and important in their digital media selection process."

HOW CONCERNED ARE YOU WITH EACH OF THE FOLLOWING IN YOUR DIGITAL MEDIA PLANNING AND BUYING DECISIONS?

Percent of digital media planning and buying decision-makers (agency and brand marketer) saying each issue is very/extremely important and not important*

 

On the network television front, more than three-quarters of respondents with national TV responsibility express significant concern about increases in national television costs-per-thousand and ratings/reach erosion. Sixty-three percent of these executives are significantly concerned about reduced reach in their national television media plans and 64% percent are significantly concerned about loss of audiences to Netflix, Amazon and other over-the-top viewing options. Two-thirds of MyersBizNet respondents with national TV decision-making responsibility also believe too much commercial clutter in network TV is a significant concern.**

*Based on percentage of agency and advertiser respondents with digital media decision-making responsibility, rating their concern top 3-box, 8-10 on a 10 pt. scale

**Based on percentage of agency and advertiser respondents with national television decision-making responsibility, rating their concern top 4-box, 7-10 on a 10 pt. scale

Source: ©MyersBizNet, 2016 Survey of Advertising & Marketing Executives. 357 respondents. Full methodology and details available to MyersBizNet member companies. Contact jack@mediavillage.com for more information.

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