Interact 2015, Niall Hogan - Integral Ad Science
28
1 WHY ARE BRANDS STILL GETTING CAUGHT OUT?
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Transcript of Interact 2015, Niall Hogan - Integral Ad Science
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WHY ARE BRANDS STILL GETTING CAUGHT OUT?
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HOW BIG IS THE PROBLEM?
Q1 2015 MEDIA QUALITY REPORT – GLOBAL
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Q1 2015 MEDIA QUALITY REPORT – UK
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Q1 2015 MEDIA QUALITY REPORT – GERMANY
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Q1 2015 MEDIA QUALITY REPORT – FRANCE
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UK VERTICAL DATA
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UK VERTICAL DATA
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UK VERTICAL DATA
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UK VERTICAL DATA
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UK VERTICAL DATA
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UK VERTICAL DATA
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UK VERTICAL DATA
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• Fraud – improved
TRENDS IDENTIFIED
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• Brand Safety – worsened
IT’S ABOUT OVERALL MEDIA
QUALITY!
WHAT IF YOU ONLY TARGET AD FRAUD?
SERVE ADS TO HUMANS THAT ARE NEVER IN VIEW
AD
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SERVE ADS TO HUMANS BUT ON INAPPROPRIATE SITES
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WHAT IF YOU ONLY TARGET VIEWABILITY?
SERVE ADS TO BOTS
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….Big brands adverWsing on "paedo and incest websites", according to a report in The Sun, leading to quesWons about the efficacy of the media monitoring and targeWng technology they are using.
ADS IN-‐VIEW BUT ON INAPPROPRIATE SITES
Big Brand ‘Sleaze Blunders': AdverWsers are SWll Gehng Caught Out on Brand Safety
Where's Your Name Been? Brand Safety Now Top Priority Following 'Paedo' Site Revelations
More ad misplacement woes
Big Brands ‘Appearing On Sleazy Website Ads’
…the exposé names 14 well-‐known brands as appearing on websites featuring inappropriate or illegal content.
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OTHER MEDIA QUALITY
FACTORS?
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DO YOU HAVE SHARE OF VOICE?
AD
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ARE YOU BUYING ALL THE ADS ON THE PAGE?
WHAT CONCLUSION
DO WE COME TO?
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THANK YOU! Niall Hogan -‐ UK Managing Director [email protected]
