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3 Leaks in Your Digital Marketing Budget You’ll Want to Plug Today

Reach and frequency of ad campaigns have dominated media-effectiveness discussions since the beginning of mass media, “reach” meaning the percentage of an audience universe that sees an ad, and “frequency” meaning how many times a certain user sees the ad.

 

But marketers may be leaking money out of their digital budgets — likely around 4 percent across each campaign — due to mismanaged frequency in targeting consumers. Here’s the problem: Digital targeting is typically based on “either/or” frequency caps. That means that for each campaign, there can be a daily cap of “x” number of impressions served per day, or a campaign cap of “x” number of impressions served per campaign.

 

You’re certainly familiar with those online ads you see for that product you just looked at online but didn’t buy. The ads seem to “follow you around” relentlessly. In fact, they’re being repeatedly served to you and other users who have already been exposed to the product but have no intention of taking action; so, why do marketers continue to serve these “nonbuyers” such ads?

 

According to my company, Goodway Group, solving this issue algorithmically can eliminate approximately 4 percent of waste within a campaign budget, by channeling impressions beyond a user’s “cutoff” point to users who have been underexposed to the marketer’s message. Four percent doesn’t sound like a lot, but when you have a $10 million digital ad campaign, that $400,000 can represent a lot of wasted opportunity.

 

Drip, drip, drip. Digital media is the most measurable medium marketers have ever used, but it’s also the most complex. As a result, just knowing what to measure or where to look can be difficult, and elude even the savviest digital marketers. Three specific aspects of digital media are measurable yet easily overlooked, ultimately causing approximately 10 percent of desktop/mobile display and video budgets to leak. The good news is: Budgets don’t have to leak.

Drip, drip, drip. Digital media is the most measurable medium marketers have ever used, but it’s also the most complex. As a result, just knowing what to measure or where to look can be difficult, and elude even the savviest digital marketers. Three specific aspects of digital media are measurable yet easily overlooked, ultimately causing approximately 10 percent of desktop/mobile display and video budgets to leak. The good news is: Budgets don’t have to leak.

 

 

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