Financial advertising, marketing and sales without the 56% google inefficiency.

Google admits that advertisers wasted their money on more than half of internet ads

By  http://qz.com/author/zwenerflignerqz/

Online advertising is a fickle thing. It accounts for 20% of the ad industry’s total spending, and over 90% of revenue for the internet giants Google and Facebook. That said, no one seems to have any idea whether it actually works.

That uncertainty reached a new high this week, as Google announced that 56.1% of ads served on the internet are never even “in view”—defined as being on screen for one second or more. That’s a huge number of “impressions” that cost money for advertisers, but are as pointless as a television playing to an empty room.

This is not a big revelation. The web metrics company ComScore reported last year that 46% of online ads are never seen. Spider.io, an ad fraud company acquired by Google in February, has pointed out that a large portion of ads are “viewed” only by robots, revealing that one botnet of 120,000 virus-infected computers viewed ads billions of times, running up the tab for advertisers without offering them the human eyeballs they sought.

Still, the acknowledgement by a heavyweight such as Google that ad viewability is a problem could shake up the industry by delaying possible IPOs of ad companies and requiring new ways for advertisers to gauge the effectiveness of their ads.

The nineteenth-century retailer John Wanamaker famously said, “Half the money I spend on advertising is wasted. The trouble is I don’t know which half.” In this case, it’s the obviously the half that pays for ads which are never seen, and now advertisers are looking for new tools to figure out which those are.

It’s worth noting that Google made this acknowledgement of the deficiency of the model it has profited richly from while also offering a new model to advertisers: In July it introduced its Active View product, which measures only viewed ads.

Financial Advertising

MEDIA Release: NEWS FOR MONEY – FINANCIAL ADVERTISING

It’s not a newsflash to understand that marketing and advertising are important and meaningful facts of life. There are many economic indicators that we judge are standard of living by including, new home sales and automobiles by example. Advertising is another key indicator of how things may go in general. People both in and out of the financial world often say “How are the markets?”. We want to say in reply How goes your marketing? Everyone somewhere is doing better than some one else at any time in the same very same field or market. Differentiation is the new norm and specializing companies will yield greater value and market share.

Advertising is important and Financial Advertising even more so. It will be the first indicator that shows the pre-season is warming up to the idea it is time to keep up with the Dows and the Jones, surpass them, succumb to them or wind down.

It is the Season for Financial Advertising and this year looks to be a grand one in deed. Canadian Financial Services is doing well, starting off with the Canadian economy, stable banking system and positive outlook.

More and more financial companies are getting the idea slowly that advertising and marketing is not what their grandfather’s generation did. It’s all new and exciting with a whole new generation both online and mobile and totally social.

Less than 5 years ago most executives had no idea about social media and may have caught up to websites and email just now. This next generation has heard that video killed the radio star and now expects nothing less. The “tell me in 1 minute or less” generation is here and the convergence of these multi-media lead to one thing a younger and more sophisticated, savvy customer.

“The message is the media”. And to that extent we agree as Canadians. MONEY will go one step further and deliver it to those who want, warrant and need it most and in the manner, time and method they best prefer.

The Great One – Wayne Gretzky said: “Go to where the puck will be”.

People will be drawn to MONEY in many ways and the BRAND is a natural and beyond compare. Learn more about MONEY Financial Services Advertising and Marketing, learn more about attracting and retaining your exact target market.

The MONEY Vertical is a multi-directional financial campaign that makes sense and pays dividends it is affectionately known as The 5 Pronged Marketing Attack.

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Toronto, Canada

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