LONDON, 30 March 2009 – The Fournaise Marketing Group, one of the global leaders in Marketing Performance Measurement & Management (MPM), released that across all the online campaigns it audit tracked around the world in 2008, 42% of the impressions bought for online banner/display ads were not delivered by online media owners and providers, leading to very low campaign effectiveness rates and very high Marketing Wastage Rates (MWR).
What does it mean? You could be buying say 500,000 banner impressions for your latest advertising campaign with the objective to generate lots of clicks or leads. You think you actually got the 500,000 banner impressions you paid for, but the audit reality is that you may have got only 290,000 instead. That’s a shortfall of 210,000 impressions. And that’s decreasing the ROI of that online campaign big time.
Specialised in tracking, boosting and auditing the real-time performance of marketing and advertising campaigns deployed in both traditional and online media, Fournaise applied its proprietary independent online audit tracking solution, WebAnalyser™, to audit if the impression/display inventories bought were delivered and therefore if its online advertising clients got what they paid for.
Independently sitting on top of traditional webanalytic and online tracking platforms, WebAnalyser™ gives advertisers an independent 6-t Audit Tracking of their online spending:
- Ad Serving Audit Tracking
- Placement Audit Tracking
- Traffic Audit Tracking
- Conversion Audit Tracking
- Traffic Source Audit Tracking
- Fraud Audit Tracking
Fournaise identified that across the online banner/display ad campaigns it audit tracked in 2008:
–>53% of these campaigns had impressions delivered according to the inventory purchased;
–>40% of these campaigns suffered shortfalls in impressions delivered; and
–>7% of these campaigns received more impressions than the inventory purchased.
“You purchase 1 million banner impressions on a high-traffic website: you want to make sure you actually get 1 million impressions, not 580,000” says Jerome Fontaine, CEO & Chief Tracker of Fournaise.
“Otherwise, that’s equivalent to spending money to buy a full page in a newspaper and getting only half a page, for the same cost. If marketers won’t accept such discrepancies in the traditional media world, they shouldn’t accept them in the online world either. While you can see with your own eyes whether your ad appeared on a full page in the newspaper, you can’t physically count 1 million impressions and be sure you got all of them – that’s where our WebAnalyser™ and its independent audit tracking capabilities come into the picture” he added.
Fournaise audit tracked that the shortfall in impressions delivered varied from less than 5% in the best cases to more than 90% in the worst ones, which could explain why the group “online banner/display ads” became one of the 3 least effective media it tracked in 2008 (traditional and online media combined).
Fournaise also audit tracked that 46% of the campaign reports submitted by online media owners and providers to its clients around the world were inaccurate and were not matching its audit track results within acceptable tolerance levels.
“In today’s severe economic environment and with the current hyper-cluttered online advertising market, making every single online advertising spend work harder to deliver clicks and conversion is already a big challenge. But that becomes mission impossible for online advertisers if they don’t even get what they paid for right from the start” Fontaine concluded.
About The Fournaise Marketing Group – The Marketing Performance Booster®
Fournaise is one of the Global Leaders in Marketing Performance Measurement & Management (MPM).
Their Technology Solutions Track & Boost the performance of any marketing strategy and any ad campaign, in any media (traditional, online and mobile), on any audience, anywhere in the world – automatically, seamlessly and real time.
They feed Marketers with the critical Marketing Performance Data they need to generate more customer demand for their products/services.
Fournaise’s solutions are used across 20 countries worldwide and 13 vertical industries by FORTUNE 500 companies, Large Corporations, SMEs and Advertising Agencies.
Fournaise’s Global Headquarters are in the UK, with operations in the US, Asia and Australia.