Best of the bunch

New Zealand Marketing - - Front Page -

Among the many flimsy posts loosely tied into a brand’s mar­ket­ing goals, there are some ex­am­ples of the triple win: paid-for con­tent that’s good for the con­sumer, good for the brand and good for the pub­lisher. Here’s a few of the best.

“The Our First Home game gives fans a re­ward­ing ren­o­va­tion ex­pe­ri­ence and de­liv­ered ex­tended value to the part­ners,” says O’Brien.

A mur­der mys­tery game in cel­e­bra­tion of the se­ries How To Get Away With Mur­der in­vites Kiwi fans to take part in an in­trigu­ing mur­der case. Un­fold­ing over six-weeks with twists and turns, play­ers need to com­plete tasks for the chance to win a cash prize.

The game works across ra­dio, mag­a­zines and on­line with clues hid­den in th­ese en­vi­ron­ments for play­ers to find.

“This is just the be­gin­ning,” says O’Brien. “We are lis­ten­ing to what our view­ers want and putting this into prac­tice. Adding to our crosspro­mo­tional and On­De­mand ser­vices we have launched a new sub­scriber com­mu­nity panel, The Green Room. This on­line space will host a cross-sec­tion of Ki­wis who will in­ter­act with our con­tent and give feed­back on what else they might like to see and do with it.” 1. The On­De­mand lo­gin gives TVNZ the op­por­tu­nity to gain feed­back on what a va­ri­ety of view­ers are watch­ing and re­spond to this through ad­di­tional con­tent, con­tent ex­ten­sions and en­hance­ments. 2. TVNZ has de­vel­oped The Green Room, a sub­scriber web­site that cre­ates a com­mu­nity fo­rum where a broad sec­tion of New Zealan­ders can give feed­back to TVNZ through sur­veys. TVNZ’s ONE News web­site (tvnz.co.nz/ news) will be mak­ing news even more cur­rent with the launch of ONE News NOW. The ONE News NOW web­site and apps will pro­vide a dy­namic 24/7 news ser­vice with a mo­bile cen­tric ap­proach.

Bayer says peo­ple are con­sum­ing more news more fre­quently through the day than ever be­fore.

“ONE News is the coun­try’s lead­ing news brand, and we are com­mit­ted to de­liv­er­ing and fea­tur­ing the sto­ries that mat­ter to New Zealan­ders, as they hap­pen. Our team will pro­vide the best video con­tent through­out the day. We are ex­cited about what we are cre­at­ing and we are look­ing for­ward to launch­ing this new ser­vice to our view­ers.”

TVNZ is lead­ing a ma­jor change in how pro­grammes and con­tent are de­liv­ered, through lis­ten­ing to what view­ers want.

blocks in Es­to­nia, Cairo, Dhaka and New Dehli, work­ers work through the night, do­ing a me­nial task for a measly wage. But rather than stitch­ing to­gether high-end sneak­ers or sewing but­tons onto $200 pairs of jeans, the work­ers in this case sit in front of glow­ing com­puter screens, click­ing on the paid ad­ver­tise­ments that ap­pear on web­sites. Th­ese click farms are ad fraud—a prob­lem that has plagued on­line pub­lish­ers since ad­ver­tis­ing first mi­grated on­line. And, as tech­nol­ogy ad­vances, fraud­u­lent method­olo­gies are be­com­ing more so­phis­ti­cated, turn­ing this prob­lem into a large-scale black mar­ket with po­ten­tial to se­ri­ously un­der­mine the value of the on­line met­rics dig­i­tal evan­ge­lists so of­ten cham­pion.

In more mod­ern it­er­a­tions of th­ese fraud­u­lent set­ups, the scam­mer might cre­ate a web­site and then start feed­ing ads onto it through the Google AdSense pro­gramme. Next, the scam­mer in­tro­duces a bot that em­u­lates mil­lions of hu­man clicks per day, re­sult­ing in the fraud­u­lent user ac­count be­ing cred­ited.

Lind­say Mouat, the chief ex­ec­u­tive of the As­so­ci­a­tion of New Zealand Ad­ver­tis­ers (ANZA), says that re­search into this is­sue has al­ready painted a trou­bling pic­ture for the in­dus­try.

“A sur­vey by ANZA’s US part­ner the As­so­ci­a­tion of Na­tional Ad­ver­tis­ers in late 2014 sug­gested al­most a quar­ter of video ad im­pres­sions and more than half of third par­tysourced traf­fic is fraud­u­lent,” says the ANZA head. “The study by on­line fraud de­tec­tion firm White Ops an­a­lysed 181 cam­paigns from 36 ma­jor brand ad­ver­tis­ers, which were tagged to iden­tify bot fraud. Dur­ing the study, 5.5 bil­lion im­pres­sions in three mil­lion do­mains were mea­sured over 60 days in line with in­dus­try spend­ing pat­terns.”

The to­pline find­ings of this study re­veal that large chunks of the im­pres­sions de­liv­ered were in fact fa­cil­i­tated through fraud­u­lent ac­tiv­i­ties: “Bot­net con­trollers hi­jack ev­ery­day con­sumers’ iden­ti­ties and home ma­chines to con­duct ad fraud; al­most a quar­ter (23 per­cent) of video ad im­pres­sions were iden­ti­fied as bot fraud; 11 per­cent of dis­play ad im­pres­sions were clas­si­fied as bot fraud; pub­lish­ers who bought sourced traf­fic from a third party as a means to drive ad­di­tional unique vis­i­tors to their site, had a bot fraud rate of 52 per­cent on that sourced traf­fic; pro­gram­matic dis­play bot traf­fic av­er­aged 17 per­cent bot fraud; and bot fraud for re­tar­geted ads was 19 per­cent.”

What is most trou­bling about th­ese stats is that ad­ver­tis­ing is in­creas­ingly be­ing sold—es­pe­cially in pro­gram­matic—in ac­cor­dance with the num­ber of im­pres­sions (or clicks) that are served. And if a large per­cent­age of those clicks are ac­tu­ally gen­er­ated through fraud­u­lent means, then this in turn means that ad­ver­tis­ers are pay­ing for more than what they’re ac­tu­ally get­ting. Given the money in­volved, this is some­thing that the in­dus­try can’t ig­nore.

The re­cent fig­ures from the In­ter­ac­tive Ad­ver­tis­ing Bureau (IABNZ) showed that ad­ver­tis­ers spent $589 mil­lion on dig­i­tal ad­ver­tis­ing over the course of 2014, lead­ing the body’s chief ex­ec­u­tive Adrian Pick­stock to sug­gest that in­ter­ac­tive ad­ver­tis­ing had “al­most cer­tainly” over­taken news­pa­per ad spend. So even if the per­cent­ages quoted dur­ing the study are on the heav­ier side, this could still mean that a sig­nif­i­cant num­ber of ad dol­lars are be­ing paid to­ward bot rather than hu­man views.

A mea­sure­ment prob­lem

In his sum­mary of the ad fraud study, Mouat urged the in­dus­try play­ers to start work­ing on a strat­egy to en­able ac­cu­rate mea­sure­ment of on­line im­pres­sions.

“The in­dus­try needs to col­lab­o­rate—ad­ver­tis­ers, agen­cies, pub­lish­ers—to sub­stan­tially re­duce bot fraud,” he says. “This [de­mands] trans­parency for sourced traf­fic, in­clu­sion of lan­guage on non-hu­man traf­fic in terms and con­di­tions, be­ing trans­par­ent on anti-fraud pol­icy to all ex­ter­nal part­ners, the use of in­de­pen­dent mon­i­tor­ing and an on­go­ing anal­y­sis of fraud in ad­ver­tis­ing traf­fic.”

In tra­di­tional me­dia chan­nels, track­ing of cam­paigns has re­lied on in­dus­try re­search con­ducted by in­de­pen­dent third par­ties that aim to de­ter­mine the num­ber of read­ers, lis­ten­ers or view­ers that en­gage with a medium.

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