Indian advertisers do not see ‘click fraud’ as a threat yet
Click fraud has been on the rise in the online search marketing industry with the growing number of online advertisers. While this is a serious issue in the developed markets, how serious is the threat in the Indian online advertising market?
The Wikipedia defines ‘click fraud’ as “a type of Internet crime that occurs in pay per click online advertising when a person, automated script or computer programme imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link.’’ It further says click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.
As most Internet advertisers are using Google Adwords for online marketing, the advertising expenditure is entirely dependant on the number of clicks the text ad receives. The amount of each click is determined by a continuous auction of the keywords (the word that is being searched). The highest bidder gets his ad placed on top followed by the rest.
There have been instances of per-click cost of keywords even touching $50 each.
When contacted, a Google spokesperson had this to offer: “Google takes this issue very seriously and has devoted top engineers and significant resources to it. The result is a sophisticated automated system that proactively filters invalid clicks before advertisers are charged and, thus, Google does not realise these clicks as revenue.”
A survey conducted by Sempo (Search Engine Marketing Professionals Organisation) has found that this so-called “network click fraud” affects 78 per cent of advertisers and 59 per cent of agencies. Just over half of all advertisers and 41 per cent of agencies admit that they experienced “competitive click frauds,” where competitors drive up an advertiser’s costs by clicking on an ad multiple times.
Explaining that the advertising cost is charged to advertisers only after they are filtered for ‘invalid clicks’ or ‘click fraud’, the Google spokesperson added, “The percentage of invalid clicks that may escape detection -- and for which advertisers may have been charged and subsequently refunded -- is very small. And that consultants reporting 15 per cent fraud does not equal to 15 per cent of Google revenues, because we are already filtering clicks and not counting the revenue.”
However, Indian advertisers are yet to see this a major threat. Sharing her thoughts on this trend, Makemytrip.com’s Associate VP-Marketing & Alliances, Gayatri Buddha, said, “There has been no high volume click frauds reported for us. There have been minor instances which Google has taken care of proactively and it has been reflected in the financial transactions with them.”
eBay India Marketing Head Rathin Lahiri agreed. “It’s a nascent market with only a few expert practitioners around currently. Therefore, there can be only some incidents of click frauds. eBay has an affiliate programme under which the remuneration is decided on the value of the business the affiliate partner brings in and not a CPC (cost-per-click) model. Hence, we are not really affected by this.”
Elaborating on the methods employed by Google to counter this, the Google spokesperson said, “There are many things we do to detect invalid clicks, including looking at duplicate IP addresses, user session information, network information, geo-targeting and browser information. These are all important signals for detecting invalid clicks. The technology we use to detect invalid clicks is highly sophisticated and was developed by some of the world's leading experts in artificial intelligence, machine learning, and statistics.”
As to some of the efforts taken by Google, the spokesperson said, “We offer free tools to advertisers so that they can monitor their return on investment, which is a helpful way to determine whether too many clicks coming through aren’t resulting in sales. Those free tools help advertisers manage a bottomline value of their ads.”
Buddha also agrees with Google. She said, “We have been forewarned by Google about this activity, so we are prepared to face it.” Lahiri added, “Any sort of advertising has some amount of wastage. As the amount is highly negligible, it’s fine with us.”
At present this phenomenon is not being considered a major threat in the country, but only time will tell how this issue impacts Internet advertising in India.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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