A few interesting US web ad facts from 2016:
* third party ad networks skim 60-70% of ad spend.
This means that unlike the old mantra 'half is wasted but I don't know which half" in the new advertisers can know absolutely that two thirds is wasted before having to worry about the old half and half remainder.
Note: the worst numbers are seen with programmatic ad buys.
* remember a few years back when the 'impressions' scandal hit and advertisers learned they were paying for ads served but not seen? Heard much of that lately? Me neither. The new standard is 50% visible for 1-second. Guess what? unless an ad is fully visible for several seconds odds are it's a bot clicking it. Oh the more things change...
* Google AdWords click through traffic is significantly/largely/mostly bots; up to 98% depending on the study. The lowest number I've read is "more than 18%". The studies' average is 40%, weighted average is 61.5%.
* remember the FaceBook video streaming 'miscalculation' (as in overstating by ~75%) scandal of last year? Did you know that, for some reason it was worst in Australia at over 94% overstated? Heard much of that lately? Me neither.
* outside of China Google and FaceBook account for 72% of online ad revenue. Did you know that last year ad spending growth went primarily to Google (+23%) and FaceBook (+68%)? Did you know that for pretty much everyone else 2016 saw a 2-5% drop. As in negative compared to 2015.
* did you know that online spending growth last year was half that of 2015?
* do you remember back in 2014 when Julie Fleischer of Kraft 'caused' the impressions scandal by reporting that Kraft rejected 85% of impressions billed by ad networks?
Well this year (29-January-2017) saw Marc Pritchard of Proctor & Gamble say they will no longer pay agencies or networks that don't use industry-standard viewability metrics, fraud protection, and third-party verification. Now, his accepted metrics are pretty slack (as mentioned above) and the fraudsters are generally well ahead of the fraud defences but that third party verification ?should? hit the ad networks black boxes (looking at you FB, G) hard.
...wasting way too much time and money on a media supply chain with poor standards adoption, too many players grading their own homework, too many hidden touches and too many holes to allow criminals to rip us off.
Intriguing enough to keep an eye on at least.
* did you know that over 80% of enterprise CMO's are on record as having never seen quantifiable results from social media?
I could go on for hours. It is a nasty Mafia (aka Werewolf) game world out there.
And it all feeds the (by comparison) pure awesomeness that are my offerings.