Commentary

Ad Verification: Opportunity Or Threat?

by Steve Lanzano , September 14, 2009

Verification of ad buys has always been important. Making sure you get what you pay for is a pretty elementary metric for the agency world, considering the fiduciary responsibility we have to our clients. The recent controversy that erupted when some advertisers claimed their ads had run in error during Fox News host Glenn Beck's controversial show further underscores the importance of ad verification. But in a quickly changing media landscape where measurable results are becoming the reference point for agency compensation, ad verification can become vital as agencies fight to sustain the business model.

Having been deeply involved in developing ad verification programs for clients, we understand the complexities involved and what metrics to consider when implanting a program. One such program was developed and put into test for Reckitt Benckiser.

Key questions we pondered as we developed the test:

1. Do current ad verification technologies work? Are they more pain than gain? Can they be integrated into daily routines?

2. Understanding first and foremost our responsibility to our client, we wanted to fully understand what the new technologies of Eloda and Nielsen KeepingTrack could mean in maximizing our current planning and buying of TV.
a. Are buys consistent?
b. Where do discrepancies fall: cable, network, syndication?
c. What is the impact on our measured deliveries (GRPs)?
d. Can we turn around makegoods as close to "real-time" to ensure the integrity of our buy?

3. Can a near real-time view of our buys positively affect future planning and buying patterns?
a. Can we buy better? Smarter?
b. Can we use the data to be more efficient for our clients?
c. Can we use past data in our negotiations?

4. Can we as an agency benefit from this technology?
a. Can we streamline buying and make staff more efficient?
b. Can we potentially monetize?

Clients want to understand if they are getting what they paid for, as well as whether their investment can be maximized. Media agencies want better insight and opportunities to build a more efficient buying process. The challenge seems to be towards the media owners and networks. Other questions for them remain: How do these technologies ultimately benefit their businesses? Is this an opportunity or a threat to their established way of operation? Time and research will tell.

4 comments about "Ad Verification: Opportunity Or Threat? ".

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Jeff Einstein from The Brothers Einstein, September 14, 2009 at 4:15 p.m.
Any media technologies that shift the burden of performance and/or verification from advertisers, agencies, and/or reporting companies to the media franchises themselves imposes intolerable burdens on media franchises. The sole responsibility of the media franchise is to deliver the audience per the terms and conditions of the IO.
Reply

Anthony Hamberg from Hamberg Consulting, September 14, 2009 at 7:16 p.m.

Jeff, I don't believe this article makes a claim to make any such shift in performance. Rather it simply states that ads should be delivered where they are meant to be, per the terms of an IO etc.

a.Are buys consistent?
Not in my experience. Buys typically differ according to the levels of experience and training of the people involved in execution.

b.Where do discrepancies fall: cable, network, syndication?
Across the board.

c.What is the impact on our measured deliveries (GRPs)?
Excellent question and relatively simple to calculate IF accurate validation is employed.

d.Can we turn around makegoods as close to "real-time" to ensure the integrity of our buy?
Possible given the good intentions and efforts of all parties.

3.Can a near real-time view of our buys positively affect future planning and buying patterns?
Clearly, not only this but it will alter the process of ad buying altogether.
a.Can we buy better? Smarter?
Performance analysis is only as good as the data. With ads running off target the data is by definition inaccurate. Improvements in delivery also improve performance data.
b.Can we use the data to be more efficient for our clients?
See A.
c.Can we use past data in our negotiations?
Proof of incorrect delivery should indeed provide leverage to renegotiate.
4.Can we as an agency benefit from this technology?
uh, yes.
a.Can we streamline buying and make staff more efficient?
This is not the right question. Buying and execution are presently terribly poor and inefficient. Improvements should be designed to improve basic execution of these functions before looking to technology to take up the slack.
b.Can we potentially monetize?
Yup. I can't imagine any advertiser who wouldn't be interested in a service that is all upside against their ad dollars. Every campaign, every single one suffers from inaccurate delivery.

Mark Jaffray from ComedyCloudNetwork.com, September 14, 2009 at 8:30 p.m.

Ad-verification is definitely an opportunity for us!

Media franchises must find a way to verify that they did indeed air what they say they aired.

Our Media Buyers make timely decisions based on the performance of our direct-response advertisements. Performance is based on the response, either phone calls or internet. If no one calls or goes online for our products, then maybe it did not, (or should not), air.

http://edocket.access.gpo.gov/cfr_2008/octqtr/pdf/47cfr73.1840.pdf

(2) Reproduction of logs, stored on data-storage systems, to full-
size copies, is required of licensees if requested by the FCC or the
public as authorized by FCC rules. Such reproductions must be completed
within 2 full work days of the time of the request.

Peter Cervieri from ScribeLabs, April 27, 2010 at 6:57 a.m.

Here's a good online seminar from the IAB on Ad Verification. The seminar features 9 Ad Verification company presentations followed by a panel discussion. The actual event was held at Google's NYC office:

http://iab.scribemedia.org/2010/04/ad-verification-panel/