Wednesday, October 28, 2015

Impressions are not that impressive!

After being racked across the coals, advertisers are afraid to spend their ad budgets on underperforming or nonexistent media… and who can blame them? The Fortune Magazine article I linked to on the bottom of this blog post specifically references a multi-billion-dollar fraud perpetrated against savvy and not too savvy online media buyers. Not only does it hurt legitimate media outlets but also has far reaching repercussions throughout the ad media industry. The article declares, half or more paid online display advertisements that ad networks, media buyers, and ad agencies have knowingly been selling to clients over the years have never appeared in front of the eye-balls of live human beings. That is a shocking claim (but believable) considering the difficulty to offer realistic and solid proof of performance measurements.

Digital marketers may tell their clients that "impression" is ad slang for one person seeing an advertisement one time, but that statement is far from accurate. Online advertising is based on an "impression"— without the impression, then an advertisement cannot be viewed or clicked or provoke any other engagement. But, impressions may be manipulated in many ways from high-tech hacker algorithms creating a convoluted spider web of phony traffic to other tricky methods of deception such as "cookie-stuffing”, “fake clicks” and “fake websites”.

Ad media clients have been putting their faith (and large budgets) into a media that has been proven to be a wild guess. It’s almost as if there is a conspiracy of self inflicted denial. No one wants to admit there is a problem. Certainly, the ad agencies that rely on the revenue stream among the multitudes of web sites promoting thier space want to believe all is well in cyberdom. As the author of the linked article concluded “As long as a see-no-evil attitude will persist, half of the $50-billion digital marketing industry will remain fraudulent.

It’s time to wake up and smell the pixels. Online advertising is not what it’s touted to be. Although there is plenty of legitimate traffic, if you add up for all the fraud, you are paying a heck of a lot more per “impression” than you were lead to believe. “So much for making advertising more efficient and accountable.”

So what does this have to do with I will answer that with a simple declaration: “OOH media buyers please be aware that offers a 100% proof-of-performance guarantee on every one of our mobile billboard advertising campaigns.” For over 15 years, has excelled in quality proof-of-performance for our clients. From partnering with a major telcom provider for GPS Satellite Tracking of our many mobile billboard units to photographic proof in the client’s market, there is no doubt we are offering the best service available. Our mobile billboards are real, they're huge, and with about 500 square feet of ad space per unit, they make an awesome impression. They may be used for targeting specific events, zip codes, major shopping areas, other high-traffic venues and more.

If you are exhausted from wasting your ad budgets on underperforming media, please contact me immediately for a free consultation on what a mobile billboard campaign can do to increase your bottom line. That's just how we roll. 

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