How To Track Impressions And Eliminate Ad Fraud Through Outdoor Advertising Technologies

Author - David Astoria - Forbes Councils Member

Aug 22, 2022,06:30am EDT

Online advertising has its own set of drawbacks, which is particularly evident in the many cases of fraud.

For modern marketers, ad fraud is an all-too-common problem. Fake clicks can significantly skew results and harm your brand's reputation.

According to some estimates, ad fraud is expected to cost $44 billion this year, accounting for 45% of overall ad spending. Additionally, some estimate that the yearly cost of advertising fraud will rise from $35 billion in 2018 to $100 billion in 2023.

Advertising Impressions

Advertising impressions are a great way to determine how often the general audience has seen your brand. If you're looking to determine the direct impact of an impression on your bottom line, this metric isn't beneficial.

While it used to be more difficult to track impressions, today's digital marketing technologies allow businesses of all sizes and industries to understand how often their campaign has been seen. Unfortunately, this leads to a widespread misunderstanding of what these figures imply and how best to use them to get tangible results.

Finally, advertising impressions are a small component of the whole picture that makes up a brand's consumer experience. It also gives marketers more visibility into their efforts and milestones on the road to success.

Outdoor Advertising To The Rescue

Out-of-home (OOH) advertising was viewed as being on the brink of extinction as digital advertising advanced in the marketing game. No marketer gave it any thought; instead, they focused exclusively on digitalizing everything. However, OOH advertising is making a comeback in the dynamic environment we now live in.

Why is this so?

OOH advertising has recently attracted the attention of marketers due to its usefulness in a variety of contexts and its affordability.

The icing on the cake is that businesses can now broaden their horizons and market their products in a way that reaches a wider audience, thanks to outdoor advertising—something that digital marketing might not accomplish.

The resurgence of conventional outdoor advertising can be very successful, especially with the current wave of unwanted advertisements in digital advertising that people might not even notice.

With outdoor advertising, there is no risk of ad fraud or the hassle of tracking impressions. You know your brand is getting all the attention outdoors, and you do not have to worry about the fraud often committed in digital marketing.

The Breakthrough

When outdoor advertising became obsolete in the past, digital marketing stepped in. However, we live in a fast-paced world where new technologies are introduced on a routine basis.

Introducing these new technologies has brought traditional OOH advertising back to life with inventive changes that have shown to be highly beneficial to businesses of all sizes—one of the examples is digital OOH advertising, which has attracted many firms.

The New Outdoor Advertising Technologies

As we approach 2022, OOH technology will continue to progress, and more outdoor advertising will be geared toward better reaching target consumers. The same concepts apply: when, how and who you want to reach, all done in a more targeted and effective manner.

We've recently noticed a spike in demand for anamorphic advertising, a sort of OOH advertising that uses a curved building or wall facade to assist and create the illusion of 3-D. When viewed from certain angles, 3-D material is usually developed for a specific type of screen to give the illusion of 3-D depth. This is also known as anamorphosis, or forced viewpoint.

Another example of outdoor media is mobile advertising on vehicles that targets a greater audience. Moving advertising, often known as wrap advertising, is covering (or wrapping) a car in an advertisement or livery, effectively turning it into a mobile billboard.

This moving billboard incorporates a touch of digital media due to recent improvements. The advertisement on the vehicle windows is either a video or a photograph. Moreover, it is more visible to the public and gets better reach.

This relatively new technology can help you reach a broader audience and increase sales.

Key Outcomes

The world went wild when digital marketing established its footing because of the enormous benefits. It was a massive breakthrough for the marketing world, and it helped many companies succeed.

Many firms, both large and small, saw brand promotion through digital marketing as a necessity. However, as time went on, people online began to pay less attention to internet marketing. As a result, the digital gurus devised ad fraud schemes to entice people to use their services.

Then came its downfall, and people returned to traditional out-of-home advertising, but with various new technologies integrated for a better experience.

Compared to digital marketing, I have seen that outdoor advertising attracts a larger audience and increases revenues.