- Dhiraj Gupta
Ad Integrity is No Longer an Issue Native to Digital-First Industries Only
mFilterIt started its journey with a leading online travel portal as its customer. Today, it has a diverse basket representing different stages of digital evolution.
The pandemic has indeed brought digital to the limelight. The above word cloud showcases mFilterIt's customer engagements that represent a diverse pool of industries using our solutions to validate the digital user and the behavior. This was not the case before.
Earlier, ad fraud & brand safety was seen as issues concerning only a few industries like eCommerce OTT, among other digital-only / digital-first sectors. With digital becoming an integral medium or channel of outreach, business, and engagement, all sectors are increasingly becoming conscious of the channel's challenges.
Contrary to the offline channel, the patience for online to show results is minimal. As a result, without making ourselves much aware of the channel and its channels, brands start spending to expect specific results, ranging from acquiring users, making a sales transaction, re-engaging, cross-selling, or simply viewing an ad.
In addition to their organic efforts, brands invest in performance-driven marketing activities to maximize the impact of their advertising so that as many potential buyers see a campaign (an ad). There is expected behavior (action) from a user who engages with the campaign. This could be a click, purchase, install, or anything as per the campaign's objective. (Read a case study about a leading pharma company in India that uses mFilterIt to validate its returns on inorganic spending.)
The intent of using mFilterIt across these sectors is the same: establishing the integrity of the advertisements and validating results from the ad campaigns in terms of the reported user behavior. However, each sector has its nuanced flavor. Working with such a diverse pool of clients has helped mFilterIt build a sector-specific knowledge pool that further optimizes the results. For instance, our lead validation tool to verify the Genuinity of leads received through a digital campaign validates leads conforming to IRDA guidelines for the insurance sector.
It is much advisable for every brand joining the digital medium to promote business, acquire leads and transact business, and have ad integrity and performance validation tool in place right from the beginning. There is an approach adopted by a few where they go with the hit and trial method and keep on optimizing the spending as per the results of the previous campaign.
While it's an excellent strategy to adopt a data-driven approach, the flip side is that by then, a lot of damage is already done, and now a brand has to spend additionally to undo the impact, which often is irreversible or creates a new set of challenges. For instance, if there is no monitoring of brand safety, it will consume the campaigns in all possibility on obscene or undesired content sites.
The performance results will only show low CTR, which obviously will happen as the campaign isn't reaching the right audiences. As a post-mortem analysis, a new strategy can be implemented to increase the CTR. Still, the damage that the brand would have undergone by associating with unwanted content will go unnoticed.
For adequate integrity and validation solutions, it is essential to have the right blend of technology and domain understanding.
mFilterIt, through its comprehensive customer cloud, has acquired knowledge about the nuances of very niche segments. This blend helps it to develop particular algorithms to maximize the results for advertisers and its partners. Hence, it can customize its technology with particular domain requirements.
Are you a digital advertiser in BFSI, Automobile, FMCG, Education, OTT, Government, or any other sector? We have purpose-built solutions for you which help you achieve integrity and validation of your digital journey. Contact us today.