SCBA Pres. Writes About 'Digital Fraud'
'A Responsibility To The Truth'
July 2, 2014 at 5:28 AM (PT)
SOUTHERN CALIFORNIA BROADCASTERS ASSOCIATION Pres. THOM CALLAHAN writes about "the fraudulent and unregulated world of non-Radio digital display and video advertising" in his latest blog post entitled, “A Responsibility to the Truth.” In it, he showcases a major national study that claims 61.5% of all web traffic is non-human or Bot traffic, while 48.1% of all video ads are not heard or seen by humans.
“With more and more advertisers spending larger shares of their ad budgets in non-Radio digital, it is critical that we point out how much of what they are buying is never seen or heard by humans,” said CALLAHAN.
The fraud described in his “thought Leaders” post is highlighted by the estimated $6 billion in stolen ad dollars from advertisers to websites that host only ads with no content and no human viewership. The net effect is an industry unregulated and advertisers who are not aware of this wasted use of their ad dollars.
By contrast, CALLAHAN goes on to describe how "transparent and ethical" the Radio industry is regarding verification and documentation of an advertisers investment and why Radio will never have bot traffic. He also describes why Radio has always been held to a higher standard in listener measurement as well as detailed affidavits and invoices.
“Clients know exactly what their investment delivers with Radio. That cannot be said for the digital space today,” said CALLAHAN.
Read the full post of “Thought Leaders” here.