Commentary

Why The Ad Industry Needs More Of A Collective Consciousness

by Joe Mandese , August 9, 2021

By now, it is little surprise that the programmatic advertising marketplace underwrites lots of nefarious activities, including various forms of ad fraud, organized crime and a variety of publishers of misinformation. But who knew it was all being funded by legitimate advertisers? Apparently, NewsGuard did.

To put some dimension around …

ad fraud, advertising, digital, fake news, news, newspapers, programmatic, research

4 comments about "Why The Ad Industry Needs More Of A Collective Consciousness".

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Gabriel Greenberg from Octillion, August 9, 2021 at 11:40 a.m.
The scale and pace with which misinformation and fraud are premeating all media channels should be troubling for media buyers and advertisers.

What is worse is that the mis-information is coming from both sides (legitimate and nepharius).

Buyers should look to companies that have dedicated tech and brand-safety teams working on behalf of them and the industry to root out bad actors, tech related fraud as well as human related fraud.

There are far too many in the space whom are adding zero value to the exchange between buyers and seller and whom are adding a massive markup or tax of their own. We need to start calling this out as fraud as well and begin to root out this additional level of industry fraud.
Reply

Ed Papazian from Media Dynamics Inc, August 9, 2021 at 12:07 p.m.

Joe, the study comparing newspaper print ad impact with print and video ads on Facebook and YouTube, which was conducted in Australia raises some questions. It seems to indicate an average unaided recall level for newspaper print ads of 34%. Which is, frankly, amazing. But is this an average ad's performance in recall after "exposure" in a newspaper under normal reading conditions? And is this recall of the brand that was advertised or was it that plus recall of the advertiser's message as well? In the U.S., if you conducted a yesterday recall study of newspaper subscribers about what they had read in the paper the day before and also asked about a number of ads, your average unaided recall score would probably be 1-2% and this also applies to TV ----if conducted in the same manner. So the methodology must be something different---like recall immediately following exposure? I read the summary of the study---but it provided no explanation of the methodology.

John Grono from GAP Research replied, August 9, 2021 at 8:03 p.m.

I must have missed that one Ed. Do you have a link?

Ed Papazian from Media Dynamics Inc, August 10, 2021 at 1:58 a.m.

Here's the link,John:

https://thinknewsbrands.com.au/trending/advertising-in-news-outperforms-facebook-and-youtube/