Adalytics reported that for nine months, billions of ad auctions for space on Gannett’s USA Today website resulted in brands unknowingly getting stuck with their ads running on other Gannett sites — often remote community sites.
Ads from who-knows-how-many companies ran in the wrong places for nine months.
Not a single brand noticed this, and not a single media buyer noticed the fraud.
KEY TAKEAWAY: Some are projecting that pharma is going to be spending more money for online ads. While I am skeptical of these projections, there are ways that pharma companies can really improve their online ad performance.
KEY TAKEAWAY: The online ad industry is in deep trouble. Marketers are questioning online ad effectiveness and consumers are sick and tired of viewing irrelevant ads when they are paying through the nose for broadband access. Pharma should not abandon online ads, but rather invest more time and effort to ensure they provide an adequate ROI.
KEY TAKEAWAY:“ Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically but it can lead to mistakes for pharma.
KEY TAKEAWAY: A recent research report indicated that up to 98% of all online ad clicks are from BOTS. This could be used as another excuse to allocate money to TV, but there are opportunities within all data. DTC marketers need to “think beyond the click” to deliver brand messages.