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Video Fraud = Who Is Really Clicking On Your Ad?

We live in an age where anyone can watch a video from anywhere.

77% of U.S. adults now own a smartphone. That means 77% of adults can click on your ad at any given time.

With quality digital content being put out every second, are you sure that your advertisement is really being broadcast to the maximum amount of people?

Are you sure that your ad is even being noticed by real people?

Brands want to be where the people are but programmatic ad fraud makes it difficult to really trust your data.

Lots of small and medium-sized ad tech companies and sellers of video inventory are under pressure for earnings & revenue. The conflict is: turn a blind eye to video fraud that will happen just about everywhere except YouTube, Facebook, and twitter (it’s going to happen)…or make revenue numbers. Or, spend money (a lot of money) to combat video fraud and make your revenue numbers even worse. And thus the conflict of interest in video: turn a blind eye and make revenue, or do something which is like fighting the cartel which will keep on operating (except in well-policed neighborhoods).

Does this sound like a familiar issue to you?

We have a solution:

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

Questions? Contact lia@c3metrics.com.

Don’t forget to like us on Facebook, Twitter, and Instagram.

 

Ad Fraud = Stop Spending or Start Learning

The ad fraud market is expected to reach $16.4 billion dollars by the end of 2017.

The issue remains one of the largest concerns for digital marketers and puts a stigma towards placing an ad in the digital spectrum. Of course, the direction that digital media is heading looks promising. By 2020, digital advertising spend will outpace television with more sales coming from mobile.

Using C3 Metrics allows you to see when fraud is happening. Our ability to see the inner workings of digital ad spend can help you tackle the monster under your bed. By utilizing real-time strategies such as C3 Metrics, you have the ability to take back and control what many advertisers fear they cannot.
Ad agencies (not necessarily the good ones) have fallen to this monster. The fear should not be in ad fraud, the fear should be in doing the right thing to help combat it.

Want to learn more?

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information please visit Attribution After Dark and see where C3 Metrics can help.

Jeff Greenfield at the IEN Marketing Analytics Summit

Last week our very own COO, Jeff Greenfield sat as a panel moderator for the IEN Marketing Analytics Summit at 3 West Club in New York where experts discussed the power and pitfalls of specific advanced metrics, such as multi-touch attribution, customer lifetime value, and more.

The two-day event touched upon the Who, What, and How of attribution and digital marketing:

  • Insight into the algorithms behind advanced attribution platforms
  • Practitioners’ Roundtable: Hear directly from your peers about their metrics/analytics strategies. What have they learned along the way? What tangible benefits have they seen?
  • Reading the metrics tealeaves—forecasting with analytics 
  • How to prove that marketing is an investment, rather than just another cost center
  • Which attribution model is right for you?
  • How to integrate new technologies into your existing business infrastructure 
  • Tech showcase: Explore and compare your vendor options 
  • “Vanity Metrics”—when they can be useful and when they can’t 
  • Organizational alignment: breaking down the data silos across your business
  • Customer Lifetime Value—the most powerful metric of all? 
  • The benefits of using both attribution and media mix modeling 
  • Breaking down communication barriers: how marketers are successfully presenting to the c-suite 
  • Getting different data sets to talk to each other: using metrics to ensure consistency across brands, platforms, and channels
  • What metrics can and can’t do—understanding the limitations 
  • A crash course on regulations and privacy laws—current and predictions for the future
  • The role of marketing automation and machine learning in analytics 
  • Learn what questions to ask up front in order to avoid mistrust and transparency issues with service and software vendors
  • Addressing the talent gap—how diversity on your marketing team leads to innovation
  • Funnel or hourglass? The new shape of the customer journey and what it means for marketers


Getting Beyond “Last Click” with Advanced Attribution Models

· Tips for overcoming common challenges surrounding cross-channel attribution, particularly with mobile
· Predictions for the future, and what this means for companies
· Using control groups in combination with attribution modeling to better measure direct marketing effectiveness
· In-house vs. outsourcing—which approach is right for businesses
· What questions you should be asking before committing to a new service or technology provider

C3 Metrics is providing our own nationwide summit!

Learn more:

Attribution After Dark Chicago

Attribution After Dark, presented by C3 Metrics, is the only nationwide tour of top advertising experts addressing challenges which impact marketers on a daily basis.
Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.
Our event in Chicago is proudly hosted at theWit and provides a follow-up after-party including an open bar, food, networking in one of the hottest spots in the city.

 

C3 Metrics = Giving Your Ad Spend A Haircut.

The 80’s were a time of big hair.

Musicians would use any hair product imaginable to keep their hair wild and loud.


If your hair wasn’t crazy, it showed that you weren’t crazy enough. If you weren’t crazy enough, how could you possibly shred face-melting guitar solos?

Well, that time came and went. As many of those musicians grew up, they realized that maybe these fashion trends weren’t meant to stick around.

Time for a haircut.

Your ad spend shouldn’t reflect the methods of past embarrassment. It needs to grow and be shaped in more effective ways. In order to do this, you need a trim.

Your advertising budget can be massive and wild, but is it reaching the right people? Like many washed-out 80’s musicians, in order to stay afloat after their life of rock and roll didn’t pan out, you need to go to the bank. You want to be presentable and in order to do that, the hair has to go.

By using C3 Metrics we allow you to see where you need to cut the most hair. We can monitor each strand of hair and see how well it is growing and performing. If it’s not performing to the standards you need for that bank loan, then you need to cut it.
Don’t get me wrong, having a bit of hair can attract the people you’re looking for, but knowing where to cut it is what makes that trim effective.

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.
Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.
Questions? lia@c3metrics.com.

Fake News = Safety in Ad Spend

Fake news is everywhere.

It hides in the night stalking the next victim who will simply read a headline and instantly share the post.

Fake News Pope Francis Endorses Trump
This website made money from advertisers who didn’t have the knowledge of where they were placing their ads.

In a similar scenario, many advertisers have pulled from YouTube due to products being displayed in front of offensive images. Just like YouTube, digital marketers still seem to be throwing their ad spend into sites, videos, and images which, if they knew what the site entailed, ordinarily wouldn’t.

Locating credible sites is a large part of the battle.

C3 Metrics offers the ability to monitor where ad spend is hitting that sweet spot. It will also allow users to see which advertisements are failing. Chances are, they’re failing on fake news sites. Of course, there are exceptions, but many don’t know or care, which can hurt credibility.

By using C3 Metrics, the potential for placing an ad on a site that would hurt credibility is lowered. An advertiser has the ability to see which ads are performing and which ones aren’t. By utilizing this tool, advertisers can veer away from fake news sites and put their money towards more effective campaigns.

Want to learn more?

Attribution After Dark addresses very specific industry hurdles, such as programmatic fraud and cross-channel measurement. The series really dives into the “whats” and “whys” of attribution, and how it could impact ROI.

Key topics include programmatic fraud, cross-channel measurement, connection online media to offline sales and multi-touch attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information visit our site!

Attribution After Dark Chicago

The “Holidaze” = 4/20 Marketing

4/20 remains the peak day for cannabis sales and advertising.

We have reached that time of year again. The holiday that reaches out to everyone who enjoys ingesting cannabis — 4/20.

Depending on the state that you live in, cannabis can mean different things. For those in states that haven’t legalized, the holiday is a day for movement and action. For the states that have legalized, it’s a day for profit…and advertising.

On 4/20, Facebook turns into a massive bowl of cannabis related articles, photos, videos and call to actions.  If you’re a shop owner in Colorado, for instance, then the focus of today is to advertise. Like Black Friday, cannabis business owners are hosting sales to get people in the door and to make money.

Though cannabis has been legalized in a few states, that doesn’t mean there aren’t hurdles. Cannabis cannot be advertised via television, radio, and is limited to a few niche magazines. The primary focus is on digital and even then, it has its challenges.

Cannabis still remains a schedule 1 narcotic on the federal level, so trying to rank in Google for your shop requires time, effort, and in most cases, money. Fortunately, on 4/20, the flow of cannabis traffic is high.

Facebook regulations state that cannabis cannot be advertised to purchase from your page. You cannot advertise cannabis sales, but you can create amazing cannabis content. Promotional events, photos, and blogs can be posted in order to gather a larger following to your brand. Facebook is a great outlet for that. People tag, share and react to different posts.

With digital advertising becoming the focal point for cannabis, many are flocking to advertisers who specifically target the cannabis industry.

The tide is still low for business owners to put forth major marketing efforts, but it’s slowly rising. In enough time, the cannabis industry will be able to promote themselves on all platforms.

Programmatic Ad-Fraud = The C3 Metrics Solution

Programmatic fraud plagues the digital advertising world.

With major ad-fraud becoming more and more prevalent, what will advertisers do to make sure they aren’t spending in the wrong places?

As we have explained previously, fraudsters are everywhere. Programmatic drug lords target all available outlets in order to manipulate your advertising efforts.  Extreme efforts have been able to rob advertisers of up to $180 million dollars and the process has only grown.

Programmatic fraud occurs between midnight and 6 am. The culprits know this because you don’t.  They know that most advertisers rely on daily metrics, not hours and can manipulate the data based on that large gap in knowledge.

Video

Video remains the largest target for fraudsters. Publishers prefer to bill on impressions because it is an inventory based product, rather than a performance based product. Those who seek to falsify clicks have a field day with this method due to the ease of which clicks can be generated.

You, as an advertiser, have the ability to stop this from happening. The ability to see ad performance is critical if you want to stay on top of your game (and keep your job).

Using C3 Metrics allows you to see when fraud is happening. Our ability to see the inner workings of digital ad spend can help you tackle the monster under your bed. By utilizing real-time strategies such as C3 Metrics, you have the ability to take back and control what many advertisers fear they cannot.
Ad agencies (not necessarily the good ones) have fallen to this monster. The fear should not be in ad fraud, the fear should be in doing the right thing to help combat it.

Want to learn more?

C3 Metrics is on its first nationwide tour, Attribution After Dark: a nationwide tour of industry experts addressing key topics and challenges which impact marketers, including programmatic fraud, cross-channel measurement, and attribution.

Our Chicago event will feature a networking hour, panel discussion, and after party, all located at theWit — boldly located n the heart of the city’s theater, arts, and shopping district. Get ready to talk everything attribution while taking in city views & networking with industry leaders.

For more information please visit Attribution After Dark and see where C3 Metrics can help.

 

C3 Metrics Attribution After Dark Recap

The Attribution After Dark at the Four Seasons in Boston was our second stop on our nationwide tour!

Our next event will be held in Chicago on May 18th!

Niche = Bringing Brands and Content Creators Together

Niche is a multiplatform program for content creators to better connect with brands.

Since the inception of Niche in 2013, the community has grown from 6,000 content creators to over 45,000.

“We know which creators have worked with Coke or worked with Pepsi,” Lachtman said. “Our company is technology for content creators to see who their audience is and what type of content gets the most engagement for them.”

Niche was originally created to walk hand in hand with Vine. Since Vine’s fallout, the platform switched its focus to all social media platforms. Niche is a once source for brands to reach out to desired content creators and vice versa.

Niche provides free, cross-platform analytics on desktop and mobile. In addition to the technology they offer, they’ve helped creators develop new revenue streams to support their budding careers, by facilitating partnerships with over 100 brands and agencies — themselves valuable members of the Niche community

Promoting a Festival for Free = Blogs With a Cause

Blogs with a cause can increase traffic to your site.

Music festivals are an exciting event to promote — especially when there is a cause behind it. The festival being promoted has a devout following behind it. Informative blogs are an essential asset for gaining traffic to your site with little to no budget.

SEO and blogs go hand in hand. The more links, images, and tags the better. By writing blogs every day you can gain the necessary traffic to help rank in Google. The right SEO information will help this process along.

Blog Content

New Hampshire lacks a main page for the cause. Using a blog is an excellent method for informing people. Turning the site into a one-stop information source not only promotes credibility but since there is little to no competition for the cause, gaining traffic is easy.

Each blog post should consist of links to credible news sources, other event pages, and any interesting information using targeted keywords. Seeing as this website will be the only site in New Hampshire promoting this cause, the choice of topics is endless.

Keep in mind, you should not be posting anything that could get you in trouble with Google.

The content in your blog allows you to attract attention and gain traffic. If people feel strongly about it, they will share it with their friends, their friends will share and so on. Providing the right information is critical for establishing a community of returning visitors.

Using a blog in order to increase ticket sales and bring awareness to a cause is relatively simple (provided you know what to write about) and can attract people to something more than just a festival.