Managing to Quality Attention and Outcome Through Programmatic Technology

Ted McConnell () and Lothar Hoecker ()
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Ted McConnell: Ted McConnell Consulting Llc
Lothar Hoecker: Dentsu Aegis Network Germany

A chapter in Programmatic Advertising, 2016, pp 265-277 from Springer

Abstract: Abstract With most online media, the compounding effects of low attention quality have enormous impact on advertising ROI. Contributors to low attention quality often include “opportunity to see” the ad; video completion rates; out-of-geography impressions; ad load success; over frequency of impressions served; non-human traffic; and target accuracy. Further, attention quality is, in most cases, measurable, and, in most cases, manageable. These factors create a case for managing to attention quality; the benefits are clear, immediate, significant and certain. Programmatic technology allows advertisers to better solve these fundamental questions in media and communications. We suggest a shift away from pure focus on CPM and stronger leverage of optimization through programmatic technology. Yet – technology cost need to be monitored closely with reaching up to 50 % transaction value today and Google and Facebook aiming to dominate this field.

Keywords: Programmatic Technology; Target Accuracy; Online Medium; Uphill Battle; Attribution Model (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-25023-6_22

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DOI: 10.1007/978-3-319-25023-6_22

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