Most of your Ad budget? Trash!
Up to 60 % of your display and video ads are never seen. Your media report still counts every one of them. This playbook shows where your budget leaks, and how much.
Really want to get into this?
The Programmatic Playbook
Viewability, platform and data, reach and frequency. What each one costs, how to check it in your own campaigns, and what to do about it. In a short, easily digested and immediately usable format.
Three risks and what they typically cost you
The Triple Jeopardy of Programmatic Buying
Viewability
Impressions are counted and paid for, but never rendered where a person could see them, or seen for a moment too short to register.
85% of digital ads get under 2.5 seconds of attention. The benchmark for an impression that is viewable, brand suitable, fraud free and in geo is 70%.
Platform and data
Fees come off the top, inventory quality drops, and in some platforms the campaign cannot be measured properly at all.
Up to 55% of advertising lands on sites built only to carry ads. On one advertiser, two platforms produced uplifts of +5% and +20%.
Reach, frequency and measurement
Frequency runs past the point where it works, channels overlap with nobody deduplicating, and analytics credits a fraction of what happened.
Buying the same reach at the optimal frequency saved 49%, or CZK 332,552. Analytics under-reported real sales by 52.6%.
The good stuff
