estimated display ad fraud and wasted dollars -- calculated from number of impressions and the percent of those impressions likely to be generated by bot traffic. video ad fraud is also calculated from estimated fraudulent ad views.
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Annualized Display Ad Waste Video Ad Waste
1. Augustine Fou- 1 -
Dr. Augustine Fou
http://linkd.in/augustinefou
September 2013
Display Ad Waste
Video Ad Waste
2. Augustine Fou- 2 -
480 billion
display ad impressions /mo
Ad Waste from Fraud
29%
confirmed bot traffic
$1 - $3.50
cost per thousand
$1.5B - $5.4B
wasted ad spend (annualized)
Display Ads
20.1 billion
video ad impressions /mo
40%
estimated fake views
~$10
cost per thousand
$1B
wasted ad spend (annualized)
Video Ads
3. Augustine Fou- 3 -
480B Display Ads /mo
480 billion display ads per month
(1,439 billion display ads per quarter)
Source: comeScore Report Feb 2013
4. Augustine Fou- 4 -
Percent of Traffic From Bots
Augustine Fou- 4 -
Source: Solve Media via Marketing Charts September 12, 2013
5. Augustine Fou- 5 -
Video Ads Per Month
20.1 billion video ads per month
Source: comScore June 2013 Video Ads Report
6. Augustine Fou- 6 -
“40% of video ad views
are fraud” – Matt Timothy
Source: Vindico, 2013
7. Augustine Fou- 7 -
http://www.turn.com/sites/default/files/
docs/GlobalDigitalAudReport_FF2.pdf
Video Ad CPM vs Display Ad CPM
Source: Turn via Marketing Charts April 17, 2013
Video CPM: ~$10
Display CPM: ~$1
8. Augustine Fou- 8 -
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By: Augustine Fou, April 9, 2013
Augustine Fou- 8 -
9. Augustine Fou- 9 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channels. Using
insights and fast-feedback loops from
digital, we can not only target brand ads
better, but we can shift towards more
detailed measurement and ROI.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou