News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Expert: 2014 is the Year of Accountability
According to one expert 2014 will be the year of accountability. Digital advertising is "growing up", platforms are available to help prevent and control fraud and more brands are taking an active role in fraud protection.
"In 2013 we saw the industry's awareness of digital fraud go up. In 2014 brands and agencies will no longer turn a blind eye to fraud, understanding that ads that are served to non-humans are a waste of their budget," said David Hahn, SVP, Product Management, Integral Ad Science. "Cutting edge technology will be commonly used by all industry players as the norm, which will lower the fraud to manageable levels."
Hahn also believes attribution will be intrinsically changed as brand look beyond viewability and into the cause and effect of online campaigns - ad sequencing, the reason behind consumer actions and conversions. This, in turn, should help push campaign ROI higher, says Hahn.
And, finally, quality will begin driving results.
"With all the data that is now available, brands and agencies will no longer "gamble" on the quality of media, understanding that the "gamble" will cost them in brand reputation and campaign results. Data will be utilized to mitigate risky advertising as well as to drive ROI," said Hahn.
This may push more premium inventory to programmatic.
"Brands look to gain control over their digital marketing by leveraging technology themselves - The year of accountability will help strike a new balance between agencies and brands. As brands get more involved with digital industry topics, agencies will be held accountable and up their game accordingly. Brands that will feel that their agencies are not tackling the issues head-on will be taking control and bring more of the work in house," said Hahn.
- How data will impact businesses in 2014
- Report: Social pushing coupon search, use
- Platforms enhance mobile experience
- Few marketers plan for social media negativity
- Report highlights mobile's role in hotel customer experience
- Study: Mobile users want home screen options
- What's a CDO and why does your brand need one?
- Report: In social the ladies rule the world
Featured White Papers
- Mobile Marketing: The Time is Now
Consumers are now more comfortable using retailers' mobile applications that can help them find specific products and brands, or just...
- The Definitive Guide to Marketing Automation
Why is marketing automation so hot right now? This guide will show you what marketing automation is and how it...
- The Inbound Website: Getting Found with SEO & Social
Extend your inbound marketing strategy to your entire website with actionable tips and best practices that help you increase visitors,...
- 17 Ways to Build a Great Brand Today
This white paper highlights 17 developments that are influencing brand-building today and what great brands are doing about them....
- How to Stop Webpage Speed from Killing Your Marketing
Your website visitors have high expectations about how quickly your web site should load on their desktop and mobile devices....