INFOGRAPHIC: The Bot Stops Here
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THE BOT STOPS HERE MANAGING ADVERTISING INVESTMENTS FOR A HUMAN AUDIENCE IN JULY 2012, a digital distribution company's claim that 80% of clicks on its ads on Facebook were from bots sparked new dialogue about the rise of bot traffic. While the experience may not be common, the concern for efficient media spending is one shared by all marketers and ad agencies. While the majority of bots come from the United States in terms of absolute numbers, the countries with the highest share of non-consumer traffic include: While non-consumer traffic has been on the rise for years, Solve Media found it grew from 5.7% to 26% across registration, voting, commenting, and sharing since the beginning of 2011. Approximately 38% of this traffic was from bots, equating to 10% of total traffic. POTENTIAL ADVERTISING INVESTMENT WASTE DUE TO BOTS Because certain publishers attract more abberant traffic than others, estimates vary regarding the share of traffic comprised of bots. Regardless, potential media spend wasted on bot traffic is significant. SEEK OUT COST-PER-ENGAGEMENT (CPE) MEDIA OPPORTUNITIES THAT DEMAND HUMAN COGNITION. Most media buys are made in the hopes that consumers will pay attention and that those consumers are human. Why take chances on either? EMBRACE PUBLISHERS THAT PROACTIVELY TAKE A STANCE AGAINST BOT TRAFFIC. Seek out publishers that integrate anti-bot security solutions and reputation management, which together ensure advertising reaches only human audiences. DEMAND THIRD-PARTY ATTITUDINAL RESEARCH THAT CONFIRMS EFFECTIVENESS. Ensure the ad buy actually works by using measurements provided by companies such as comScore, Dynamic Logic, and Vizu. REQUIRE SITE TRANSPARENCY ON ALL NETWORK BUYS. Make partners prove the quality of their traffic. Unviewable, auto-play inventory is a breeding grounds for bots. IMPLEMENT ATTRIBUTION TRACKING TECHNOLOGY ON ALL VIDEO BUYS. This kind of technology tells media buyers where traffic is coming from and what specifically is creating value from the buy. comScore Bot Traffic Estimate Potential Waste Solve Media Incapsula BOT TRAFFIC PUBLISHERS ARE BEING VICTIMIZED This year, display advertising will reach an unprecedented $15.3 billion out of the total online advertising market valued at $39.5 billion, according to eMarketer. MEDIA SPEND 5 STEPS TO PROTECTING YOUR ADVERTISING INVESTMENT AGAINST BOTS TAIWAN 54% PHILIPPINES 43% UNITED ARAB EMIRATES 33% SINGAPORE 56% 2011 5.7% 4% (The low end of comScore’s 4-11% estimate) Unless otherwise indicated, data is derived from analysis of Solve Media’s more than 100-million monthly transactions. Additional Sources: comScore | eMarketer | Incapsula| The New York Times $612 MILLION 1 2 3 4 5 $1.5 BILLION $4.7 BILLION 10% 31% PRESENT 26% $15.3 BILLION SAUDI ARABIA 29% UNITED STATES 16%
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Managing Advertising Investments for a Human Audience Recent data has shown us that bot traffic continues to rise across the internet, particularly in the areas of registration, voting, and commenting. These areas are those wherein human presence is not only crucial to the integrity of a given website, but directly related to publishers’ advertising investments. When non-human traffic takes the place of real consumers, publishers are victimized. As a result, media buyers are moving to high-quality, native ad placements on a cost per engagement basis. We created this infographic to take a deeper look into this growing problem:
Transcript of INFOGRAPHIC: The Bot Stops Here
THE BOT STOPS HEREMANAGING ADVERTISING INVESTMENTS FOR A HUMAN AUDIENCE
IN JULY 2012, a digital distribution company's claim that 80% of clicks on its
ads on Facebook were from bots sparked new dialogue about the rise of bot traffic.
While the experience may not be common, the concern for efficient media spending is one shared by all marketers and ad agencies.
While the majority of bots come from the United States in
terms of absolute numbers, the countries with the highest
share of non-consumer traffic include:
While non-consumer traffic has been on the rise for years, Solve
Media found it grew from 5.7% to 26% across registration, voting,
commenting, and sharing since the beginning of 2011.
Approximately 38% of this traffic was from bots,
equating to 10% of total traffic.
POTENTIAL ADVERTISING INVESTMENT WASTE DUE TO BOTSBecause certain publishers attract more abberant traffic
than others, estimates vary regarding the share of traffic
comprised of bots. Regardless, potential media spend
wasted on bot traffic is significant.
SEEK OUT COST-PER-ENGAGEMENT (CPE) MEDIA OPPORTUNITIES THAT DEMAND HUMAN COGNITION.
Most media buys are made in the hopes that consumers will pay attention
and that those consumers are human. Why take chances on either?
EMBRACE PUBLISHERS THAT PROACTIVELY TAKE A STANCE AGAINST BOT TRAFFIC.
Seek out publishers that integrate anti-bot security solutions
and reputation management, which together ensure advertising
reaches only human audiences.
DEMAND THIRD-PARTY ATTITUDINAL RESEARCH THAT CONFIRMS EFFECTIVENESS.
Ensure the ad buy actually works by using measurements provided
by companies such as comScore, Dynamic Logic, and Vizu.
REQUIRE SITE TRANSPARENCY ON ALL NETWORK BUYS.
Make partners prove the quality of their traffic. Unviewable,
auto-play inventory is a breeding grounds for bots.
IMPLEMENT ATTRIBUTION TRACKING TECHNOLOGY ON ALL VIDEO BUYS.
This kind of technology tells media buyers where traffic is coming
from and what specifically is creating value from the buy.
comScore
Bot Traffic Estimate
Potential Waste
Solve Media Incapsula
BOT TRAFFIC
PUBLISHERS ARE BEING VICTIMIZED
This year, display advertising will reach an unprecedented
$15.3 billion out of the total online advertising market
valued at $39.5 billion, according to eMarketer.
MEDIA SPEND
5 STEPS TO PROTECTING YOUR ADVERTISING INVESTMENT AGAINST BOTS
TAIWAN
54%PHILIPPINES
43%
UNITED ARABEMIRATES
33%
SINGAPORE
56%
2011
5.7%
4%(The low end of
comScore’s 4-11% estimate)
Unless otherwise indicated, data is derived from analysis of Solve Media’s more than 100-million monthly transactions.
Additional Sources: comScore | eMarketer | Incapsula| The New York Times
$612MILLION
1
2
3
4
5
$1.5BILLION
$4.7BILLION
10%
31%
PRESENT
26%
$15.3BILLION
SAUDI ARABIA
29%
UNITED STATES
16%
