Driving down the cost of conversion Advance America: Adometry and Erwin Penland

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

In this case study an ad verification company was employed by an ad agency to drive down the cost per conversion for a client and attract as many new customers as possible, without raising the budget. Solutions included eliminating ads being placed on brand-damaging sites; optimizing their campaigns to identify the right geographies and audience segments, and to reducing media buy overlaps. The agency also implemented frequency capping and optimization recommendations. These measures delivered 19 percent more conversions for the same budget and lowered the cost per conversion by 27 percent.

Key takewaways

  • In the following case study, Adometry, an ad verification supplier, combined their analytics capability with their ad verification technology to examine how various aspects of viewability and attention signals pertained to ad effectiveness.
  • Note that attribution models are sometimes rendered incorrect because most ad servers count ads that were not in-view as impressions. This is changing fast though. Most measurement tags will now give some indication of "in-view" performance.
  • The key for advertisers is to pick one or more measurement partners that meet their needs. Since measurement of this type is an incremental cost, both agencies and advertisers are reticent to include these tags in their ads. However, the incremental cost is small per impression, but the results both for efficiency and effectiveness can be huge. Perhaps a three percent incremental cost per impression for measurement, but often tens or even hundreds of percentage points of improvement from learning and buying better, or less impressions.
  • The case makes the point that the ad server's tags were not adequate to measure what they needed. Technology changes fast, however. In particular, ad verification improves very quickly because the suppliers are generally agile and small, and the programmatic buys for which the data is particularly useful are becoming more common very quickly. One lesson here is that when you buy ad verification you are buying not only technology, but the ability of your chosen supplier to adapt to a fast moving ecosystem.