Search
Exact matches only
Search in title
Search in content
Search in comments
Search in excerpt
Filter by Custom Post Type
{ "homeurl": "http://rismedia.com/", "resultstype": "vertical", "resultsposition": "hover", "itemscount": 4, "imagewidth": 70, "imageheight": 70, "resultitemheight": "auto", "showauthor": 0, "showdate": 0, "showdescription": 1, "charcount": 3, "noresultstext": "No results!", "didyoumeantext": "Did you mean:", "defaultImage": "http://rismedia.com/wp-content/plugins/ajax-search-pro/img/default.jpg", "highlight": 0, "highlightwholewords": 1, "openToBlank": 0, "scrollToResults": 0, "resultareaclickable": 1, "autocomplete": { "enabled": 1, "googleOnly": 1, "lang": "en", "mobile": 1 }, "triggerontype": 1, "triggeronclick": 1, "triggeronreturn": 1, "triggerOnFacetChange": 1, "trigger": { "delay": 300, "autocomplete_delay": 310 }, "overridewpdefault": 0, "override_method": "post", "redirectonclick": 0, "redirectClickTo": "results_page", "redirect_on_enter": 0, "redirectEnterTo": "results_page", "redirect_url": "?s={phrase}", "settingsimagepos": "left", "settingsVisible": 0, "hresulthidedesc": "0", "prescontainerheight": "400px", "pshowsubtitle": "0", "pshowdesc": "1", "closeOnDocClick": 1, "iifNoImage": "description", "iiRows": 2, "iiGutter": 5, "iitemsWidth": 200, "iitemsHeight": 200, "iishowOverlay": 1, "iiblurOverlay": 1, "iihideContent": 1, "loaderLocation": "auto", "analytics": 0, "analyticsString": "", "show_more": { "url": "?s={phrase}", "action": "ajax" }, "mobile": { "trigger_on_type": 1, "trigger_on_click": 1, "hide_keyboard": 0 }, "compact": { "enabled": 1, "width": "200px", "closeOnMagnifier": 1, "closeOnDocument": 0, "position": "fixed", "overlay": 0 }, "animations": { "pc": { "settings": { "anim" : "fadedrop", "dur" : 300 }, "results" : { "anim" : "fadedrop", "dur" : 300 }, "items" : "fadeInDown" }, "mob": { "settings": { "anim" : "fadedrop", "dur" : 300 }, "results" : { "anim" : "fadedrop", "dur" : 300 }, "items" : "voidanim" } }, "autop": { "state": "disabled", "phrase": "", "count": 10 } }
Select Page

(eM+C)—Here’s a scary statistic for interactive ad buyers from a recent AdSafe Media/comScore study: On 70 percent of the sites analyzed, half of the online ads weren’t visible for more than 10 seconds. AdSafe noted that advertisers and agencies have tried to maximize return on investment in the uncertain world of online advertising by just restricting campaigns to “above the fold” ad placement, thinking this will solve the problem. These efforts are often hampered by the dubious quality of the available ad inventory, however.

Many in the online advertising industry have responded to concerns about ROI by claiming that they can through some type of “black-box technology” convert ad placements on substandard inventory into brand equity inventory. This approach is about as convincing as an offer for magic beans. The reality is that where ads appear has a profound impact on how the viewer perceives them, and this is relevant both from a lead generation standpoint and a brand-building perspective.

An ad that appears next to inappropriate content is evaluated in the context of that inventory. Through no design of their own, major brands occasionally appear next to pirated material, lewd videos, hate speech and other dubious content, which means that not only can sales suffer, but consumers can pick up a negative impression of the company and its products or service.

Demand-side platforms and ad exchanges offering 40 cent CPM rates may tell advertisers and agencies that they can generate ROI from substandard inventory or they can safeguard brands via careful placement, but what they don’t tell prospects is that ad distribution is an amazingly intricate and complex process. Chances are that big-name brands that are seen juxtaposed with questionable content or poor quality media brands gave specific instructions about ad placement, yet they’re taking a hit on ROI and brand value by appearing next to offensive inventory, which also exposes them to a heightened risk of click or impression fraud.

The best way for brands and agencies to avoid this situation is to ensure that they advertise directly with reputable publishers or on a network that features only quality inventory. This isn’t just the best way to protect brand equity, it’s the optimal method for increasing ROI. We’ve found that being in a premium environment lends strong credibility to the advertising message, resulting in significantly higher conversions. Even the vast majority of users who don’t click on an ad are more likely to get a positive impression of an ad that appears on a premium, branded site because context and reputation matter.

The challenge for brands and advertisers is to find an ad network that isn’t trying to sell them magic beans, which is essentially what networks that claim to have the ability to generate ROI from junk inventory are doing. Of course, all ad networks claim to be trustworthy and assert that their network can deliver a high ROI. There are independent ad network rating agencies brand owners can consult.

Advertising exclusively on premium inventory ad networks is a strategy that positions brands and agencies for better results on two levels: one, it puts their products and services in front of an audience that’s more likely to make a purchase and, two, it protects their brand from association with questionable and offensive content. While it’s true that ad networks that feature only premium content are generally more expensive than cut-rate networks that are less choosy about where they place ads, it’s equally true that in this instance brands and agencies get what they pay for. The bottom line for ad purchasers is this: Beware of magic beans.

Ash Nashed is the founder and CEO of Adiant, the parent company of Adblade.com, one of the industry’s largest and safest advertising networks with over 140 million unique monthly users.


Buying/Selling Consumer Luxury National Spotlights
475472880
Consumer Spending to Drive Growth for 2016

The economic growth outlook for the second half of the year...

No Preview
Fueling the Referral Pipeline

Looking for more referrals? In the following interview, mother-daughter duo Linda...

No Preview
Elsa Nelson: Local Icon, Global Presence

It was 28 years ago that noted real estate veteran Elsa...

Agent Broker Coaching Lead Gen Teams
No Preview
Fueling the Referral Pipeline

Looking for more referrals? In the following interview, mother-daughter duo Linda...

No Preview
Elsa Nelson: Local Icon, Global Presence

It was 28 years ago that noted real estate veteran Elsa...

No Preview
Michael Mahon: A Strong Core Enables Growth

Dissecting the Ohio real estate market in 2016 yields similar results...

Agent Best Practices Branding Broker Niche
La Habra, United States - July 12, 2016: Macro closeup image of pokemon go game app icon among other icons on an iphone smartphone device. Pokemon Go is a popular virtual reality game for mobile devices.
Pokémon GO for Real Estate – Must or Bust?

If you’re anything like me, your social media newsfeeds look a...

Man inputing data on laptop and holding mobile phone in another hand.
Boost Your Online Presence with More .REALTOR Options

Website addresses that end in .REALTOR provide instant recognition as a...

Person. More>>
4 Ways to Update Your Digital Persona

Your digital presence is more important than ever, and now is...

Agent Apps/Gadgets Best Practices Broker Innovation
Woman holding tablet
Stay Connected to Your Business When You’re on the Go

As a busy real estate professional, you’re likely most productive when...

snapchat_real_estate_665x350
Why Snapchat Is Pure Gold for REALTORS®

There is a huge amount of attention being paid to Snapchat...

Group of business people at the office communicate
The ‘Smart Sign™’: Made for Today’s Mobile Consumer

When it comes to impacting human behavior, the internet has nothing...

Business Insights Content Generation Marketing Trends
000042086008_Double.jpg
Expanding Your Client Base through Social Media

Today’s buyer will search online at some point during the buying...

Facebook_Live_665x350
Facebook Live the Latest Trend to Infiltrate the Open House Scene

Drumming up interest in an open house may be about as...

Computer white keyboard with webinar
Beyond Likes: Move Past the Competition with a Next-Gen Social Media Strategy

Go where the competition isn’t! Move beyond Facebook with a stand-out...

Buying/Selling For Your Clients Home Improvement How-To Lifestyle
482805813
8 Ways to Stop Worrying about Money

(TNS)—Are worries about money keeping you up at night? You’re not...

183874628
Aging in Place Calls for Strategic Planning

(TNS)—Downsizing is not an easy decision—but a smart one if you...

woman looks in despair as the kitchen gets flooded
Leading by Example: Florida Real Estate Professional Espouses Benefits of Home Warranty Products

If you want to know why Watson Realty’s Dori Mackoul Dekle,...

manhattan
RISMedia’s CEO Exchange

RISMedia’s 2016 Real Estate CEO Exchange September 13 & 14, 2016...

Capital Building, Washington
RISMedia’s Power Broker Forum at the NAR REALTORS® Legislative Meetings & Trade Expo

RISMedia’s Power Broker Forum at the REALTORS® Legislative Meetings & Trade Expo...

PB-annual
RISMedia’s Power Broker Forum, Reception & Dinner – Annual

RISMedia Power Broker Events 2016 Orlando, Fla. Friday, November 4, 2016...