Three Display Advertising Issues to Watch in 2017
Display ads are the most dominant and abundant form of digital advertising and it only makes sense with the internet becoming so visually oriented. Display ads have been experiencing an uphaul every year for the past few years. An approximate number of $200bn has been attributed to digital ad revenue in 2017. Half of which is expected to have been spared on display advertising.
That’s a lot of money at stake; hence you just can’t go wrong with your display ads! To set things in perspective, the following are the most pertinent of all the issues faced by the display ad industry put together by some lead generation experts of SEO companies in Pakistan.
Let’s find out what to watch out for in 2017!
Last year, the Media Rating Council (MRC) redefined the standards for viewable ads, at least 50% of pixels in view for a minimum of one second in case of display ads, and 50% of pixels in view for a minimum of two seconds in case of video ads. These updates were also endorsed by the IAB.
Now why you must comply with this new definition of viewable ads is because Google display ads and Facebook also announced that they would charge for and run only 100% viewable ads. This means that either you make your ads viewable in accordance with the updated standards or find advertising channels which actually show your ads, viewable by the above definition or not.
When ads are bought programmatically, they stand a high risk of ending up on unethical, undesirable sites, or a bad location on an acceptable site due to placing by keyword or interest. This can cost the brand heftily in terms of money as well as image.
Advertisers concerned about where their ads end up can now use the data platform, Pixalate, designed particularly to bring transparency to programmatic ad buying and their placement on the web.
Pixalate helps display advertisers to some extent by showing them a possible list of all the websites their ad might end up on. This can give you only a rough idea of the quality of site your ad is fated to by programmatic buying. However, if you want undeterred assurance that your ads don’t show up in wrong places, you must manually blacklist all the undesirable sites. The process will take time and resources but at least the security and quality of your display ad campaign would not be compromised.
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Ad blocking software and applications gained validation when Apple allowed them into the Apps Store. Since then, a report by PageFair and Adobe shows, ad blocking software usage grew 41% year-on-year from Q2 2014 to Q2 2015.
This is bad news for display advertisers. After spending so much money and effort into building visually attractive display ads, the last thing you want is a malicious ad blocking software switched on by the users.
To cheer you up a little, the above mentioned figures were for desktop ad blockers. Ad blocking in mobile users is not so vicious. However, a new technology which hides content from people using ad blockers is really the call of 2016. This technology is believed to self-correct the problems of ad blocking in the years to come if embraced by all display advertisers.
Display advertising still holds a good high position in the advertising industry. These problems do give advertisers a hard time but at least steps are being taken to avoid or alleviate them. You just go on working harder and better on your display ad campaigns.