INFOCUS

5 horrible ad placements that could have been avoided

  • 6 of 6
  • next
  • View as single page

The online marketing site

Remember what I was just saying about context? It's slightly humorous to see the phrase "Always On" next to a bra ad, but this doesn't belong here.

What went wrong: Let's start with what went right. Most of the above examples are either premium sites or very specific to the audience the brand is trying to reach. This example shows a brand willing to explore smaller, long-tail niche sites to reach consumers. That's a tactic that can pay huge dividends for display advertisers, who can very well put their ads in front of interested consumers while paying less per impression. The problem, again, is simply bad context.

How to prevent it: At this point, frequency capping might be the best defense. But brand marketers using any kind of targeting -- whether it's an agency trading desk, a demand-side platform, an ad exchange, or a retargeting network -- need to ask their ad partners for environmental targeting. Don't be afraid to buy impressions in the long tail. Just make sure you're factoring in what's on the page.

Andy Ellenthal is CEO of Peer39.

On Twitter? Follow iMedia Connection at @iMediaTweet.

 

Comments

Ross Bradley
Ross Bradley August 31, 2011 at 9:06 AM

Just popped back looking for a reply? In regards to BIG Brands and "re-targeting" (and in a 'no holds barred' fashion), across the entire web.- In my own linked post I point out, that in targeting people not pages, brand safety shouldn't be any concern whatsoever. As it always becomes a situation of (only), being between the "user" who is being re-targeted and the Brand's Ad, that is used to re-target with.

Aaron Richman
Aaron Richman August 22, 2011 at 8:51 PM

Great article Andy. This is a recurring question from many of our advertisers and an issue that prevents many brands from testing retargeting in the first place. As a marketer, it's imperative you know where your ads are running, both from a brand safety and ROI standpoint.

With platforms like AdRoll (disclosure: I work there), advertisers can see the websites their ads are running on along with the costs associated with advertising on those sites. This is important for a couple reasons.

1. At AdRoll, we work very closely with our partners (Google, Yahoo!, Microsoft, AOL + 30 other networks) to ensure our inventory is brand-safe. However, as a marketer, you still want to make sure your ads are appearing on sites that showcase your brand.

2. This list can help you determine where your best prospects are going after they leave your website. For instance, you might see that a high percentage of your audience is visiting TechCrunch.com, and therefore this could be a good channel for lead generation.

3. If you're serving high impressions on a site and it's not bringing you clicks and conversions (e.g. you sell baby products and you see a high volume of ads being served on Wired.com), you can easily remove this site from your campaign.

4. ROI: We show our advertisers what it cost them (CPC & CPM) to run on each website. If our advertisers feel the price is too high, they can exclude the site from their retargeting network.

Hope this helps!

Aaron R.
AdRoll [dot] com

Ross Bradley
Ross Bradley August 18, 2011 at 11:09 AM

Interesting, but? ........."a few others visited this site to see what the brand was all about. Lots of team members had a chuckle, but the site dropped a cookie on our browsers and the ad followed us all around the web."

Did you expect anything other than this possibility? I have only just posted on this very subject and would welcome you to correct me as to where I have gone wrong with my own impression - in regards to BIG Brands and "re-targeting" (and in a 'no holds barred' fashion), across the entire web. I look forward to your reply here. Thanks.

http://tinyurl.com/3fdhmad

Spencer Broome
Spencer Broome August 18, 2011 at 10:14 AM

Good points and entertaining. It's hard not to find humor in some of these placements. But it's much more humbling when it is your own ad.

Ben Plomion
Ben Plomion August 18, 2011 at 9:31 AM

Great (and also very entertaining) article Andy. Brands need to have the confidence that their ads will only appear on brand-safe sites. There are multiple companies out there like Peer39 that helps rank publishers. Chango has partnered with adSafe and DoubleVerify to ensure that we only buy ads across sites that are brand-safe. Frequency cap should also be used to avoid the big brother effect.