不容忽視的廣告可視性：廣告主必須知道的那些事
網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。 The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.
事實上現在600萬個裝置上擁有廣告阻擋器，而且當廣告出現在眼前時，收視者太常跳過或滑過，以至於大約只有20%的YouTube影片廣告完全被看完，而益普索的資料顯示只有22%的Facebook影片廣告被觀看超過3秒。同時有超過三分之一的程序化廣告被傳送到錯誤的目標受眾，而廣告詐欺的問題讓大約10%到30%的廣告根本沒被真人看見。
顯而易見網路廣告面臨了艱鉅的挑戰。
廣告主開始意識到這個問題，現在國際大公司也重新調配著預算，將資金從網路和較無效的廣告平台挪走，並堅持以第三方測量和廣告透明，揭露他們的廣告在哪裡投放、如何投放、向誰投放。
It hasn’t turned out like that. Yet. Instead, 600 million devices now carry ad blockers and when ads do reach them, people skip and scroll so often that only around 20% of YouTube Trueview ads are watched to completion and Ipsos data shows just 22% of Facebook video ads are watched for three seconds. At the same time, over a third of programmatic ads are served to the wrong target, while ad fraud means that around 10-30% don’t reach human eyes at all.
It’s clear online advertising has big challenges.
Advertisers are starting to wake up to this and major global companies are reallocating spend away from online formats and platforms that are proving less effective and insisting on third party measurement and transparency that shows where, how and to whom their ads are delivered.
