MERCADEO Versión en español
Joe Nguyen from comScore Presents Four Questions to Make Digital Advertising Better
Manuela Walfenzao| 4 de agosto de 2017
Nguyen: Para evaluar el targeting idealmente se requiere involucrar a una fuente secundaria
Joe Nguyen, SVP at comScore´s Asia Pacific wrote an article on the company website where he highlighted invalid traffic and viewability of ads as threats associated with digital advertising. He proposes four simple questions to make digital advertising better for everybody: Is my ad aimed at a human? Did my ad have the possibility of being viewed? Was my ad aimed at the people I wanted it to reach? Was my ad surrounded by the appropriate content? In the first question, Nguyen explains that eliminating invalid traffic impressions allows genuine and clean impressions to show their true performance and highlighted that technology to detect it has evolved very much. “If brands invest in such solid tools as the ones scammers are willing to use, the net result is greater return of investment.” In the second one, he said that the reported visibility, rigorously combined with elimination of invalid traffic means that advertisers are only measuring the impressions that had the potential to generate an impact on consumers. “To enable a more reliable evaluation of other aspects of the campaign’s performance should be the essential requirement.” In the third, what is relevant is that to evaluate targeting, ideally it is necessary to involve a secondary source that doesn’t depend on the same cookies or data used to deliver it. And the fourth is related with taking the previous steps to ensure that an advertising piece has the possibility of being seen is equivalent in marketing to fall in the final obstacle of having creativity exhibited in undesirable places.
