by Rey Beltran | ExecutiveChronicles.com
Mobile devices are now enjoying its heyday. As noted by web tracking firm, StatCounter, almost 30% of web traffic is coming from smartphones and other mobile devices. This year, eMarketer has projected more than 50% growth in mobile ad spending in the U.S. alone.
It is no wonder that advertisers are going direct to their target market than spend much of their ad expense on the general population. It cannot be denied that targeting your audience with the usual tri-media is not as efficient when you go mobile.
Increasing Fraudulent Web Traffic
Last year, a total of $11.6 billion was wasted by advertisers on ads that were seen only by botnets, according to Solve Media. Botnets are programmed to impersonate human traffic, giving that illusion that your ads were seen by humans. Fraudulent web traffic is thereby generated and numbers are bloated when your analytics come in.
Google has been and will always be a proponent against fraudulent web traffic, especially now that they have acquired the anti-click fraud startup Spider.io to combat botnets. Recently, Facebook has stepped up its battle against fake likes in order to reflect the real numbers coming from actual persons rather than fake accounts.
“Viewable” Ads on the Rise
If print media has its preferred upper right hand corner placement and premium inside pages (inside front cover, inside back cover, back cover, pages 3, 5, and 7) to make ads viewable, online advertising now allows that kind of principle.
Many advertisers note that half of the online ad placements are not viewable by their target market. And those online advertisers who battle above the fold are too numerous, making ad impressions expensive and not cost efficient.
Now, there are companies that offer solutions to help you ensure that your ads are viewable before you place them. Google has already offered ad buyers the chance to buy ads in the places where page users can see them. So this is one trend that is poised to take off sooner than expected.
The Big Three Battling for Advertisers
Twitter, Facebook, and YouTube are now the go-to sites of advertisers as can be seen by the ad traffic in their sites. With this activity, it’s natural for all the three to aspire for greater monetary deals with advertisers.
YouTube has allowed Nielsen, one of the biggest media research companies, to measure its viewership the way they do television. Twitter allows promotional advertising tweets in tandem with the TV airing of the ad material. Facebook has been strengthening its analytics to further validate its big share of primetime audience.
All of the measures being done by the big three is geared towards clinching a multi-million dollar deal that TV networks currently enjoy. On the local front, local advertisers are in the middle of testing the waters, utilizing these big three online media as a tool for their ad campaign.
to be concluded