Is it 25%? A third? Up to 50%? How many are out there? The scary thing is that almost everyone knows it’s happening more and more, but they are afraid to do anything. Are we talking about some crazy robot invasion? Sort of.
What we’re really talking about is phony online traffic. You know, the click frauds, the cheats, those sneaky robots that impersonate human buying behavior. For publishers, those fakers can greatly undermine the usefulness of their online analytics. For advertisers, it can cause really poor buying decisions.
We think sticking our media advertising heads in the sand about a growing digital media issue affecting everyone is……..not the way to go. As media ad sales professionals, how do you tackle this sticky subject with your advertisers?
First, use the consultative approach and work together with your client to address fake traffic. It’s too easy for advertisers to blame publishers for ignoring the mess. Or publishers blame advertisers for not critically reviewing their ad performance. Find ways together to determine and quantify quality traffic.
It’s important to note that lower, slower traffic doesn’t necessarily mean you have less fraud. Review your stats diligently—your advertisers will appreciate your transparency in an otherwise murky world of online analytics.
The key is to focus on conversion rates—the real life sales numbers don’t lie! Offer incentives and multiple calls to action in ads to capture those flesh-and-blood leads—a robot can’t buy, after all.
Let’s face it, addressing the topic of fraud head on with your advertisers is going to be far more effective than pleading ignorance. Focus on being more pro-active and you will outshine your competitors!
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former sales director and corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast……who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah -also created a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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