Recently, I had the opportunity to attend the monthly Association of Medical Media (AMM) meeting in New York. Like most media professionals, AMM members are very concerned about digital ad fraud.
We all know bots are out there-- eating up ad budgets and skewing marketing results. Google Analytics provides only aggregated website data, making it easy for bots to slip through. The hard part is getting accurate data about website traffic. But, as we discussed at the AMM meeting, the audience identity management technology platform offers a complementary solution.
The Cost of Bots
Bots threaten healthcare marketing in more ways than one. If you place ads on websites with high bot traffic, you end up paying for many more impressions than you actually get. When bot “visitors” don’t convert, your marketing budget takes another hit. On top of that, when bots are counted as visitors, they distort your marketing analysis and planning.
Which means subsequent marketing programs won’t be as effective as they could be, marketing ROI declines, and overall sales may be reduced.
As advertisers demand third-party measurement across all publishers, media transparency will become universal
Clearly, greater transparency is needed. To run more effective digital ad campaigns, healthcare marketers need answers to questions like these:
- How many of my ad impressions can be attributed to real physicians, as opposed to consumers, or bots?
- How many of those physicians are in my target market?
- How frequently do individual physicians engage with my ads? For how long?
- Are the same physicians viewing my ads across devices and digital platforms? Or am I attracting unique visitors?
At the AMM meeting, Justin Miller, Sales Director at DoubleVerify, highlighted these concerns in terms of three current trends:
- Media transparency. As advertisers demand third-party measurement across all publishers, social sites, and programmatic platforms, media transparency will become standard.
- Engagement metrics. As AdTech and MarTech converge, digital advertising metrics will shift from measuring the quality of an ad placement to measuring the quality of consumer engagement.
- Cross-screen measurement. As mobile app and OTT advertising budgets increase, cross-screen measurement will become imperative.
Audience identity management technology facilitates these trends by reporting the name, NPI number, medical specialty, and practice location of all opted-in physicians who visit participating medical websites. Instead of relying on aggregated data like total pageviews and time on site, medical publishers can now verify the identity of the individual physicians who visit their digital properties. Publishers can use this information to eliminate registration/logins, enhance user experience, serve premium ads, and provide third party, authenticated physician level reporting back to its advertisers. All of these items put the publisher in a great position to expand and fully leverage its digital footprint.