Optimisation tips – Optimising to Verification goals for Quality and Safety
Optimising to best performing creative is an important goal to have in mind but for big brand Advertisers in pariticular, already hitting their Reach goals, may want to optimise the ad serving to quality, safe environments, to encourage the strength of the brand image. In third party ad server reporting, the analyst can use verification reporting to optimise the media and the creative. The picture example shows British Gas featured alongside questionable content; apparently not a priority for this brand.
Verification (quality safety) goals and impact
To deliver more quality impressions and user viewability, the analyst begins by comparing campaign verification and viewability results with the benchmark report for the same Advertiser vertical as the Advertiser in question. Alternatively it makes sense to look at verification reporting from previous campaigns with the same Advertiser across the same Publishers. This will set a baseline from which the Publishers and Creative in use must meet.
Verification – Creative Optimization
- Viewability reporting or Rich Media reporting can be used to reveal the average view duration that users look at ads for. The trafficker can use this information to remove ads from rotation that have low view duration. The same optimization can be made with Instream reporting.
Verification – Media Optimization
- An analyst can use the brand safety and domain URL features of verification reporting to produce a blacklist of sites that breach the brand safety requirements. By issuing this blacklist to the Publishers, optimizes the inventory by ensuring ads are not shown again the blacklist in future. This proactively negates the risk of a high cost associated to bad PR around a failure of brand safety. This cost can add hindrance to the cost of running the campaign in the first place.
- Pre-emptive verification utilises a similar strategy. The unseen benefit is that inventory which adheres to verification requirements is considered a higher quality and lower quality inventory could be bought at a lower cost to satisfy a secondary reach goal.
- A buyer could introduce a new cost model to pay on viewable impressions only. This penalizes poor viewability in the marketplace and means Publishers may make more of an effort to optimize media to appear in view. The in-view guarantee may inflate media costs which the buyer must consider worthy of the in-view goal before proposing the cost model adaption.
To find out more about verification and its role in adserving, buy a copy of my book: Ad Serving Technology – Understand the Marketing revelation that commercialized the Internet – available now from..
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