Here’s the deal. This blog isn’t for us. It’s for you. You...the strategists, the planners, the agencies, and the curious. While we do have products and services that we recommend (and we’ll do that in this post as well) what we really want to do is move the ad-tech industry forward. In fact, it’s the reason why NOM exists. The best way that we can effect change is to be transparent partners, and educate and offer guidance wherever we can.
Some agencies have been doing a good job of managing their assets, running their programming like a tight ship. For example, CNN’s Facts First campaign was solid from concept to delivery—successfully overseen by Figliulo & Partners. Most agencies don’t know, what they don’t know. P&G pulled its spending in 2017 from YouTube entirely, unsure that its ads were running against brand-safe content. They’ve since returned to YouTube, but that doesn’t mean that brand safety issues have been resolved.
Although studies have found that poor quality ads cost US marketers $7.4 billion in 2016, what continues to deepen the deficit is the lack of control over inventory. Who you partner with can make or break the entire venture. Before partnering with NOM, our clients had tens of millions of dollars in wasted ad spend. Even with a trusted partner by your side, there are still many ways to metaphorically light money on fire.
Here are some common inefficiencies to avoid like the plague, if you’re looking to maximize spending: