30 members of the Association of National Advertisers (ANA) have joined forces to tackle the prevalence of fraud in digital advertising. The brands will be teaming up with fraud-detection company White Ops to conduct a month-long research on this subject, hoping to produce some actionable insights for combating the digital frauds. The effort is definitely timely and noble, but it seems doubtful that such a guideline could remain relevant and applicable, given the speed at which our technology, and correspondingly, the market are evolving. As we reported, a brand’s digital presence is now an easy target for cyber attacks, and it is crucial for the brands to develop a stronger sense of awareness and supervision on this issue.
Marketers are running with the excitement around mobile, social, and video with more advertising dollars. 65% of major US brands surveyed by the Association of National Advertisers in March said that they were increasing their investments in mobile, with only 10% reporting that they were decreasing spending in mobile. 55% of respondents said they were putting more dollars into social, and no respondents said they were decreasing this category of spending. Video reported the third largest increase, with two out of every five marketers reporting an increase in investments in video.