Increases in the amount spent on digital advertising warrant heightened attention to ad verfication, compliance and quality.
That's the conclusion reached following research conducted by BPA Worldwide, a US-based global media assurance agency.
Following reports that total digital advertising spend in 2015 was up 26% year on year compared with 2014, with social media sites making up the most growth at 71%*, BPA said brands and advertisers need to be more aware of ad verification, media quality and compliance in their digital advertising strategies.
Against this background BPA is introducing Ad iCompli into the UK, an online advertising assurance tool that provides performance metrics for these three key areas, and measures and scores online ad campaign performance for both business and consumer marketers.
Francis Stones, a spokesperson for BPA said: “As more and more companies are placing their media spend online, advertisers need to ensure that their ads do not appear next to sensitive or questionable content, that users can block the delivery of ads if they wish and that they have the best possible overview of the execution and delivery of their digital advertising campaign. Ad iCompli is an effective tool to enable them to do that.”
Using Ad iCompli, the full text of a web page can be scanned to check for any custom keywords or phrases and media placements targeted or blocked based on the page text content. Moreover, categorisation for all websites allows users to target or block the delivery of ads based on IAB categories ensuring brand safety for online advertising.
In addition, the performance of placements and domains can be scored based on in-view, engagement and duration metrics. This allows users to observe the rated performance of all placements at a glance by, for example, the percentage of ads on screen for 5 seconds or more; any interaction with the ad, or the percentage that meet IAB buying guidelines.
Ad iCompli also enables advertisers to validate the actual execution of their campaign against the booked media plan. By importing the media plan and traffic sheet from the ad server, metrics that can be monitored include impressions booked versus delivered; the percentage of units delivered within a given geographic region, and the percentage of units delivered within the campaign dates.
Ad iCompli’s comprehensive dashboard provides a condensed view of key campaign performance metrics, highlighting any deviations in performance that need to be addressed, enabling marketers to easily view and manage the execution of their online campaigns and confirm compliance back to the media plan.
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