By Emily Englander
In a time where online ads are gaining more attention, one would hope that their effect would be as great as their presence. While data may show that your digital ads are hitting targets and reaching a large number of viewers, there’s a catch. You see a number of views, and may think you have placed an extremely successful ad, but who’s actually seeing it? Are they the voters you thought you were trying to reach through a geo-targeted ad? Or are they a new type of viewer?
As frustrating as it is for both consultants and campaigns, all the views you see may not be from your target voters. In many cases, online ads are reaching a different type of audience: robots. These bots are introducing a problem into the digital advertising world — ad fraud.
These bots are costing digital budgets across the country billions of dollars and skewing traffic data. In an industry where audience impact is crucial, it’s critical that every dollar you spend is reaching your target. Ads need to be placed where your audience are the ones viewing the ad and not bots.
This is why Revolution Messaging has taken strides to ensure that their clients’ ads are placed in a manner where the voters will see the ads. Less than a year ago, Revere Suite, a new revolution in digital rapid response, was introduced. Revere brings together in one self-service platform our award-winning text messaging technology along with our calling, online and mobile ads, news clipping and link shortening tools into one powerful, interconnected rapid response operation.
With Americans spending more time on their smartphones and laptops than their TVs, it’s important to turn the focus of ad buys to the digital world. Though traditional media consultants point out that they do not have to face the problems that arise due to ad fraud, Keegan Goudiss, a partner in Revolution Messaging, argues that digital advertising still proves to be necessary in today’s changing society in a recent article in Campaigns & Elections.
“While this is a weakness of digital [online ad fraud], it’s also a strength because with TV ads there is no way to tell if anyone is watching,” says Goudiss. “You are moving to a place where a campaign is only going to pay for guaranteed video views, guaranteed banner displays. Compare that to TV, where there can be no guarantee.”
Revere Exchange gives campaigns the expertise they need to precisely target political audiences on a self-serve platform. Most importantly, Revolution Messaging’s digital advertising services provides some of the strongest safeguard against fraud in the industry, ensuring maximum deliverability. We constantly and carefully update our safeguards to make sure their clients’ dollars are spent to reach human beings — not bots.
Revere Exchange is the only platform that works with all progressive data vendors to provide you with a reach no other vendor can provide. Clients are able to reach over 162 million registered voters, through the creation of custom target audiences using voter file and consumer data, our in-house SmartCookie matching technology, IP and mobile targeting. Unlike other firms, Revolution Messaging is the only political technology firm that is a member of the IAB (Interactive Advertising Bureau).
In our industry, there isn’t room or time for waste. Every dollar spent needs to assist in reaching another vital voter or activist. That is why Revolution Messaging makes it a point to combat ad fraud, and provide our clients with the best results possible.