1 min read

Did Chase Just Prove Programmatic Media Wrong?

Featured Image

JPMorgan Chase spends about $290.7 million in media, so it's not surprising that they had ads running across the entire interwebs (technical term). In fact, using programmatic media buys, ads for Chase were appearing on about 400,000 websites a month.

However, with the increased frequency in fake news sites and offensive content across YouTube and other popular channels, advertisers like Chase are rethinking their approach to large media buys.

Chase Had Ads on 400,000 Sites. Then on Just 5,000. Same Results.

Chase has recently limited the number of websites their ads appear on to just 5,000 - allowing them to review and approve each placement rather than relying on a computer or automatic bid process.

So after a near 99% reduction in sites where their ads would appear, you would expect a similar reduction in effectiveness, right?

According to Kristin Lemkau, the bank’s chief marketing officer, they see little change in the cost of impressions or the visibility of its ads on the internet. In fact, the company is also drastically limiting its ad placements on YouTube after reports showed other advertisers were unintentionally appearing on videos promoting hate speech and terrorism. Chase will be limiting its ads on YouTube to a “human-checked” list of 1,000 YouTube channels.

The full article is worth the read, and it will be interesting to see if other big advertisers follow Chase's lead given that there seems to be evidence that more placements don't necessarily mean more sales.

4 min read

The Impact of iOS 14 On Your Digital Marketing

With the release of iOS 14, Apple tightened its privacy practices in a way that will impact a brand's ability to run...

1 min read

Mighty Roar Wins w3 Award, Telly, & Top 100 Marketing Agencies Ranking

As we close the books on a bizarre year, we're incredibly grateful for our fantastic team and clients that enabled our...

3 min read

4 Tips For eCommerce Brands Preparing for Black Friday 2020

Always the day after Thanksgiving, Black Friday falls on November 27th this year. Of all the things normal and expected...